In today's world, audiences are becoming less responsive to traditional advertising due to banner blindness. They expect bold, impressive content...
08 January, 2025
The world of special effects, advertising, and gaming continues to amaze us every year. Realistic creatures, mouth-watering visuals, and immersive virtual worlds created using CGI graphics captivate audiences and never fail to impress even the most discerning viewer. But how are such stunning effects achieved?
CGI, or computer-generated imagery, has long evolved beyond being a mere technical tool to become a true art form. It enables filmmakers to bring their wildest fantasies to life, helps marketers create irresistibly appetizing product visuals, and allows game developers to immerse players in intricately detailed worlds.
Before diving into its intricacies and exploring why CGI graphics have revolutionized the concept of visualization, let’s first understand what computer graphics entails.
CGI (Computer-Generated Imagery) involves creating or enhancing 2D/3D images using computer programs across various media formats. This technology is widely utilized in movies, advertisements, video games, and other forms of entertainment to produce vivid, spectacular effects. For instance, CGI can place extraordinary backdrops behind actors in films or bring animated characters to life in advertising.
As technology becomes more accessible, CGI is being increasingly adopted by businesses. Emerging software and tools make it possible to create graphics of any complexity — from animated characters to photorealistic visuals.
The film industry was one of the earliest adopters of CGI, starting in the 1970s as computers and software became more advanced. Iconic films such as Westworld (1976), Star Wars (1977), Alien (1979), and Tron (1982) used CGI to create objects, depict virtual worlds, and animate their inhabitants. A breakthrough came in 1993 with Jurassic Park, which showcased lifelike dinosaurs seamlessly integrated into live-action footage, setting a new standard for CGI in filmmaking.
CGI in cinema is a collaborative and creative process involving numerous specialists. Hollywood continues to innovate, integrating artificial intelligence into filmmaking. Generative AI is rapidly growing, with an annual growth rate of 27.2%.
1. Creating the Unreal. CGI enables filmmakers to develop characters, environments, and effects that would be impossible to create in real life. For example, in the Harry Potter series, creatures like trolls, centaurs, dragons, and Dementors are all brought to life using CGI.
2. Transforming Actors’ Appearances. CGI can alter an actor’s look, such as “de-aging” for flashbacks or enhancing fantasy makeup. In Harry Potter, Voldemort’s unsettling appearance was achieved through a combination of CGI and practical makeup.
3. Replacing Stunt Doubles. In dangerous or complex scenes, CGI can seamlessly replace stunt doubles with the actor’s likeness. For example, in The Amazing Spider-Man, CGI was used to integrate Andrew Garfield’s face onto stunt performer Ilram Choi during action sequences.
4. Creating Immersive Atmospheres. In The Fifth Element, CGI brought a vibrant, futuristic New York City to life by animating miniature models of buildings and vehicles.
The popularity of CGI in movies has opened new horizons in advertising. The first commercial to feature CGI debuted in 1995 with M&M’s and quickly went viral. The red and yellow candies looked so realistic that even Santa fainted upon hearing the phrase, “They do exist.”
CGI in advertising serves the following purposes:
1. Make images or video ads vibrant and engaging. CGI technology allows for the addition of effects that capture the audience’s attention. For example, in 2007, Coca-Cola released a commercial where a young man drops a coin into a vending machine to get a drink. The viewer is then transported to an imaginary factory where virtual characters prepare the soda.
2. Showcase Unreal Transformations of a Product. Designers can make a product appear to spin, fly, shrink, grow, or take on specific forms. For instance, in a Chanel perfume ad, the women from the Chance collection played bowling using perfume bottles. The bottle served not only as a bowling ball but also as the pins.
3. Add effects that give the advertisement a specific atmosphere or aesthetic. For example, L’Oreal released an ad where a retro car drives through Paris, carrying a red lipstick that leaves a vibrant trail behind.
CGI graphics have also made their way into video games. Modern software allows for:
1. The creation of fictional locations, vivid characters, and various scenes that pull players into the game. For example, the game The Last of Us 2, released in 2020, won two awards — the Golden Joystick Awards and The Game Awards 2020. The animation, game design, and sound were top-notch. Fans of the game are in awe of the realism of the scenes.
2. Improving game quality and enhanced detail. The video game Uncharted 4: A Thief’s End by Naughty Dog technically surpassed The Last of Us 2. It became the best console game, winning an award for its impressive graphics. A great deal of attention was given to the details: the wind could change direction, leaves moved, and dirt on the character’s clothes was washed away by rain. Isn’t that reality?
3. The creation of cutscenes. A cutscene is a segment in a game where the player cannot influence the events happening. An in-game movie is used to develop the storyline and enhance the visual presentation. An example of good cutscenes is shown in the game The Witcher 3: Wild Hunt.
Show content is a type of entertainment that includes various formats aimed at attracting audience attention through spectacular and emotionally charged elements. This can include TV shows, music videos, theatrical performances, live-streaming events, and other visual programs that create an exciting spectacle.
In such projects, the focus is often on brightness, drama, and interactivity, which helps maintain viewer attention and create captivating, often emotionally intense moments. In recent years, show content also includes online videos, creative advertising campaigns, and gaming streams, where CGI technology is used to enhance visual effects.
A good example of early CGI in show content is Michael Jackson’s music video for “Leave Me Alone” (1989), where the artist floats in a chair at sunset, sings from newspapers, and a hand with a dollar bill emerges from a teapot. The animated video for “Leave Me Alone” was nominated for a Grammy.
Matteo Millieri’s solo project under Anyma captivated audiences with realistic CGI.
Computer-generated imagery (CGI) can be the key to effectively developing your business. At Acquisition.mobi, we create impressive CGI graphics for the following areas:
If you want to learn more about the possibilities of CGI graphics for your business, email us at info@acquisition.mobi.
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