With a photo as the backdrop, we are able to graft CGI elements seamlessly into the environment. This involves specialist lighting, reflection and shadow generating technology known as IBL (Image Based Lighting). Basically, it requires a special photo of the surrounding environment known as HDRI (High Dynamic Range Imaging). This is needed not only to reflect but also to generate light accurate sources that blend CGI elements with the background.
Composites are really useful to seduce the observer into believing that the object is appearing and used in the ‘real world’. It also assists with issues of scale, and is used in advertising from soft furnishings to cars, whether on screen, print or web.
This service is very popular for showing the scale of a product in its appropriate environment. It also lends weight to a product not yet existing in the physical world, so that the viewer assumes it to be real.