Digital Artist Shows Why He Believes CGI Now Beats Beverage Photography
Sam Tato, a self-described 3D Generalist, says that computer graphics (CG) and computer-generated imagery (CGI) have reached the point that it has made practical beverage photography a thing of the past — and he says he can prove it.
For years, capturing beverages has required a high level of skill and the application of techniques that made only a few photographers masters of the craft. PetaPixel has shared multiple tutorials on how to mimic some of the best beverage photography created by master advertising photographers, but Tato says that no matter how good a beverage photographer is, CGI can now outclass it.
“The main advantage of CG to photography is flexibility,” Tato tells PetaPixel. “Once your product is in CG you can do anything you want with it since you’re not limited to the constraints of the real world. It gives the client ultimate flexibility beyond the shoot date.”
Tato positions his X-Particles Animated Condensation Rig is an example of high-end beverage graphics generation that outclasses what is possible with photography. He argues that the flexibility of the platform gives him the ability to adjust his images for clients ad hoc in a way that just is not possible with traditional photography, all while not sacrificing realism.
“Maybe [the client] wants their can of lemon-lime goodness shown in a sea of a thousand limes, or maybe they decide they want their product shot with red and blue lights, and then the next day they change their minds and want it orange. Maybe they had a last-minute label design change and they want that applied to the images they just paid for. Or better yet, maybe they don’t even have a physical product yet but they’d like to start marketing ASAP,” Tato says.
“None of this is a problem in CG but can be a huge issue if you’re shooting practically. A huge advantage is that you can also offer the client animations, something every client is after in today’s world.”
Tato says that flexibility isn’t the end of the advantages of CG and says another major place his method bests photography is when it comes to condensation.
“It can be hard to get that perfect art-directed condensation, especially when you’re talking about shooting condensation as it’s dripping. The aim of the condensation rig I built was to solve this issue. You can art direct the condensation in a way that would be impossible, or at least impractical with photography,” he argues. Read More...
