Selecta Systems marketing manager, Mark Walker, and Lesley Edgar, managing director at 3D visualisation provider Red and Gray, talk about the use of CGI imagery and new advancements in AI technology within the fenestration industry.
In today’s digital world, it is common knowledge that 3D visualisation is firmly entrenched as a tool to make advertising any product easier and less expensive to manage. However, not all CGI is good CGI – and not all AI composite is good AI composite.
Mark comments: “Selecta has always been big advocates of CGI and the use of AI technology and over the years we have outsourced our requirements to Red and Gray who we have built an excellent working partnership with.
“Our latest projects have included CGI generated product animations and images. Using this technology has taken our marketing support to a new level, allowing ourselves to get the best visual representation of our products and their surroundings. The Masterslide patio door and Advance 70 flush sash window animations have been a huge success with our customers, providing them with a quality product sales tool which can be branded to their personal requirements.”
Lesley Edgar comments: “Companies can sometimes ‘cut corners’ by using poor imagery, whilst being totally unaware just how much damage this can do to their brand. It’s fantastic that Selecta recognises this and the benefits of embracing CGI and the use of AI technology.
“When a fenestration company offers top quality products, many with important key features, it’s vital they don’t overlook the importance of investment in quality imagery to reflect the essence and characteristics of their brand and its values,” she adds.
“From windows and doors to handles, tracks and even hinges, time and money has been given to research and develop all these products, but many are then advertised with poor quality images. The detail in every image is key because you don’t get a second chance to make a first impression.
“Why sell high quality products without matching imagery? Art/illustration is the door to the client’s wallet, it’s all about selling a dream or an aspiration to own that product, so the most accurate, attractive yet inspiring images are a priority.”
Established in 2001, Red and Gray offers a full inhouse range of design, CGI, animation, configurators, AR and VR services, as well as AI technology, which is now being used by many of their clients.
Lesley continues: “Having the best imagery is more important than ever. Many businesses don’t have the time or space to photograph their products without the expense of hiring a studio or bespoke location, sending staff to manage the project, hiring a photographer, installing the product or building an appropriate set – the list goes on.
“Clients often worry about the cost of digital imagery. The reality is, compared with traditional photography and set building, it’s inexpensive, it’s flexible and we keep up with all the current trends so can advise on the best way to showcase your products.
“All 3D sets, geometry and final images we create for our clients are archived so can be used again with a change of product, updated style or décor, or even a different window or door,” concludes Lesley. “By reusing an existing set, you can have a whole new image for a fraction of the cost and the time. This is something that Selecta took advantage of, when showcasing both the Masterslide patio doors and the Advance 70 flush sash windows”.
The world is changing. AI and CGI are fast becoming the future for any business. Most buyers are not interested in the detail until they are ready to buy, so it is all about an image being good enough to make the customer stop and take notice.
