You don't need cameras any more

Written by David Shapton

Alex RomanAlex Roman Lemons

Have a close look at this video clip. It’s an advert for a high-end kitchen worktop manufacturer. Watch it in 720p, and look as closely as you can at the camerawork, the clever use of depth of field, the lighting, and particularly the fresh fruit.

And then reflect on the fact that no cameras - or indeed fruit - were involved in the making of this at all.

It’s the CGI work of Alex Roman, an enigmatic artist who specialises in photorealistic computer graphics. You can watch this as many times as you like and still not believe that it’s artificial.

If you’re as stunned as we are by this, then the best thing to do is watch this, and wonder where the last twelve minutes and twenty nine seconds went. (On his website Roman also has a “making of” rundown of his techniques.)

Meanwhile, we’re left wondering how much longer we’ll need physical sets and actors at all.

PS: We've done a little research on Alex Roman and according to the Blender forum he uses Autodesk 3DS Max, Chaos Software's V-Ray and Adobe After effects, although apparently you can achieve similar quality with Blender + Yafaray / Luxrenderer Open Source alternatives.

Tags: Technology

Comments

Related Articles

3 July, 2020

Frame.io: What is the future for remote workflows?

Frame.io’s online Workflow From Home series, hosted by the company’s Global SVP of Innovation, Michael Cioni, has been a definitive look into how to...

Read Story

30 June, 2020

WWDC20 - macOS Big Sur and iOS 14 grow closer

While the Intel-ARM transition was the blockbuster news of last week's WWDC20, it was far from the only news with significant steps forward for...

Read Story

30 June, 2020

Metalenses: Is the future of the lens flat?

RedShark Replay: A new report in the journal Science points the way to a new lens of the future that could revolutionise optics entirely.

Individual...

Read Story