06/02/2020No Comments

The Importance of Not Standing Still

Sound on folks, and take a look at the latest showcase.

It's been fun to look back and stitch this 30s montage together. It makes me realise how multi talented Punch Digital can be, and the benefits of not being stuck rigidly to one area.

Many folk say "you need to be super niche", and whilst I do agree, and perhaps even see the business sense in that, it's just not for me.

I see huge advantages in working on a wide range of projects. What you learn on an architectural job will have a positive impact on a product animation.

Take for example the part of the showcase where the "2020" objects fall and bounce around. In my head, I'm thinking, could we use a system like this to drop leafs into an architectural project, to have a more realistic and interesting visual.

I totally understand that this approach isn't "mainstream", and we will end up going down routes that lead to nowhere. But that's half the fun!

Doing the same thing, day in, day out, also leaves you very exposed. People will copy, imitate and rip-off work. And if you're not quick, they could overtake you, and run you out of business. That scares me much more than wasting a few days on side project!

"If you don't move, your legs become stiff. And once your legs become stiff, it becomes harder to move."

Kind of makes sense, right?

So here's to diversity!

Dean

24/09/2019No Comments

4 Questions // A brief insight into Dean and Punch Digital

I got asked these 4 questions below, and they really made me think about different aspects of myself and how I got to where I am with Punch Digital. So delve into my background, what makes me tick, and why I decided to try and make an impact in the creative CGI industry....

 

What do you do?

I run Punch Digital, a small, but very capable CGI studio, which I’m very proud to be the front of.

Personally, I’m hands on with projects, clients and R&D, but as the business grows I want to hand some of these tasks to trusted employees and partners, under my direction of course!

My background is in creating marketing CGI illustrations, working for other firms, before setting up Punch Digital in 2012. 

Who do you help?

Past clients include the likes of o2, Belling and Ford, and we’re just as comfortable working with small, local firms too.

Punch Digital / myself will work with a wide range of people and business, and have no real “ideal client”. Some of the most exciting and interesting projects have come from the most unusual clients!

On a personal level, I want to help folk break into the CGI industry. I feel people can be unprepared when it comes to landing their first job. The way I’m kicking this off is through a LinkedIn group - Helping folk break into the creative CGI industries, where I aim to offer advice, help and support to anyone who needs it!

What pain do you solve?

CGI imagery, animations and interactive apps are a great way to help folk visualise products, architecture and anything else. 

The biggest pain we solve is to remove limitations. 

Room sets aren’t restricted to studio walls; kitchens can be visualised in any interior imaginable.

Products don’t have to be manufactured, they can be illustrated from sketches and ideas, perfect for gauging interest, or even marketing for sales, before the expense of manufacturing.

Individual product variation can be shown, without the need to build and photograph each combination, through an interactive configurator. No more swatches or sample pots!

Ultimately, I want to make CGI marketing imagery as easy and as accessible as possible for anyone who sells a product, property or anything else!

Why do you do what you do?

I’ve always been a keen artist, even as little boy doodling in make-shift art folders. I must admit my fine art skills won’t win any awards, but it’s something I’ve enjoyed and pursued right up to Art A-Level.

I’m also great with numbers, figures and problem solving. Again A-Levels in maths and business studies helped build this passion.

Luckily, CGI imagery is a combination of artist flare, and technical ability. Figuring a small technical issue can almost be just as rewarding as building a beautiful illustration. 

I believe what I and Punch Digital does is purposeful, helpful and adds value for our clients, helping them to market and sell their thing.

There’s no greater high than receiving an email or phone call from a client, thanking us for our hard work and success on their project. 

I also love the constant evolution of CGI imagery. The CGI industry doesn’t stand still, advances in tech often push expectations to produce higher quality, speed and frequency of work, which is fine and part of the exciting challenges.

There are also amazing opportunities to explore and expand into new areas, such as virtual reality or augmented reality, with the aim of making this tech available, accessible and useful to clients, which is often the biggest, but very rewarding!

Ultimately I just love the mix of creativity, technical and innovative aspects of the creative CGI industry!

(Plus it’s less messier than being a plumber (sorry dad)!!)

 

Dean

10/09/2019No Comments

VR Hits The Arcades, and it’s an obvious hit!

Recently I blogged out the Alton Towers Galactica ride, which is a mix of a real roller coaster and virtual reality. I thought the initial concept was great, you could fly through virtual worlds, and experience the G forces from the roller coaster. However it seemed to me that the ride makers were really missing a trick by only having 1 virtual world, and ZERO interactivity.

I know how expensive creating virtual worlds can be, but I also know that with a digital format, such as virtual reality, the cost to make physical changes to hardware or equipment is zero.

Recently whilst on a break, I noticed Virtual Rabbids The Big Ride in an arcade. It’s essentially an arcade game, where you sit on a motion simulator, wear a HTC Vive, and experience virtual worlds, from pirate adventures to Christmas sleigh rides!

OK this game doesn’t give the same thrills as the Galactica ride, and you can’t expect that from an arcade machine. However it does deliver an accessible, engaging, immersive experience without the need for a massive roller coaster.

It’s an obvious hit too. Out of all the arcade machines, Rabbids The Big Ride was by far the most popular, even though it was 400% more expensive than the other arcade games. OK perhaps the price and popularity are down to the uniqueness of the game, but it does go to show the appetite and willingness to give VR a go.

I personally see VR being a big hit in arcades, and might even spark a return to the arcades of decades gone by. I am still very much skeptical about VR. Will we ever overcome the social acceptance of the technology? It’s hard to convince people to wear a VR headset, and also hard to see how virtual reality can be anything other than a solo experience. But with a virtual reality arcade, I can see how a group of friends could use it in a very similar way to a normal arcade game, and that really does give me hope for the future of VR entertainment.

VR Virtual Reality

So is VR saved?

Who knows!

But I am glad that virtual reality is slowly becoming more and more mainstream, and being adopted in ways that actually give value though enhanced experiences.

Do I still think there's a massive social hurdle to overcome? Of course! But little steps like are paving the way.

Would you try a VR arcade game? Could you lose yourself in a virtual environment? Is VR the future of entertainment?

Drop me your thoughts!

Dean

14/08/2019No Comments

What would I do if….

Great question right? A good excuse to take a step back and look at things from a different perspective.

So over the next few weeks / months, I'll be doing just that in the form of a mini series to read at your leisure!

But what's the point?

Well, when it comes to creating marketing and promotional material for your business and products, the options can seem endless, or maybe there may be options that you haven't considered.

So, I want to use 15+ years of knowledge of the CGI, 3D, digital marketing industry, combined with an understanding of businesses needs, requirements and problems, to explain what I might do in your position.

The first piece will be "What would I do if I were a property developer?".

In this, I will look at the different options, from basic CGI artwork, to fully interactive applications, and maybe a few other options that perhaps you're not even aware of. I'll look at the pros and cons of different mediums, what to expect, cost guides and so on.

Essentially I hope this mini series will give you a good understanding of your options and maybe even help you to approach CGI studios so you get the most out of any future projects.

Don't miss out!

So this blog post is a little heads up for something that will be landing over the next weeks / months.

To make sure you don't miss out, subscribe to the newsletter here -

Click to subscribe!

And we'll add you to our monthly newsletter so you get the info straight to your inbox!

 

Dean

30/07/2019No Comments

Is no where safe? CGI food in adverts?

I had a thought whilst watching the adverts (well someone has to watch them right?!).

We know CGI is used in all kinds of advertising, from cars to iPhones. But what about food?

It was this latest advert from McDonald's (chocolate milkshake is my guilty pleasure), where right at the end, you see floating chicken wrap. And my mind being as weird and wonderful, thought "...is that CGI?".

Food CGI McDonalds Marketing Advertising

Now let's think about this. It really isn't that strange to actually think that a chicken wrap could be 3D. OK it is a little strange. Perhaps I should use the word "feasible" instead.

But we're actually quite use to seeing CGI in food commercials. Maybe the use of CGI has been less literal, more playful....

However it does beg the question, is CGI being used to visualise actual food in advertising?

I know it's possible to re-create food to a very high, believable level (see above).

But is it actually more commonplace in advertising than what we're aware of? And what are your feelings on that? Is it OK? Is it any different to a fully staged photo-shoot, where food are covered in all sorts to make them look desirable?

 

Anyway, I'm curious to know, and will dig a little deeper, but if you have any examples, send them my way.

Or maybe you just suspect the use of CGI in a food commercial, again, drop me a message, I'd love to know!

 

Dean

28/06/2019No Comments

Finished Friday // Klio // CGI Visualisation & Animation

Another cracking interior CGI project to show you!

 

To help art.com market and promote Klio, their fantastic answer to streaming beautiful art to your house or office, we produced several images and a short animated clip.

Interior 3D CGI Visualisation Illustration Klio Office Interior 3D CGI Visualisation Illustration Klio Office

Interior 3D CGI Visualisation Illustration Klio Office

 

The Klio is available in different styles, so that needed to be illustrated.

The artwork which features on the Klio can also be animated, so again, we took care of that too.

The digital room set is entirely 3D, built to best illustrate the product, save time and remove logistical head aches!

 

For further details, or to get in touch head to the contact page.

 

And to view the full project head to -

https://www.behance.net/gallery/82155053/Klio-CGI-Visualisation-Animation

 

Interior 3D CGI Visualisation Illustration Klio Office

27/06/2019No Comments

The June Newsletter

The Latest Newsletter is out!

 

June Newsletter 3D CGI Illustration Visualisation

Head to...

https://mailchi.mp/676371886350/istgx2uajf-2080581

and take a look for yourself.

If you'd like to subscrive, you can do too.

SUBSCRIBE ME!

 

Thanks,
Dean

24/06/2019No Comments

Punch Archive

Turning a tedious task into a joyful habit!

 

If you're like me, admin work, can be tedious, slow and not fun.

Punch Archive Mountain Vista Lounge Interior CGI Illustration Visualisation Animation

But part of the advantage of CGI work is that digital assets, such as furniture, flooring, and even decor finishes, can all be re-used again...

....if you know where to find them!

Punch Archive Mountain Vista Lounge Interior CGI Illustration Visualisation Animation

So we have to archive. Boring right!

Punch Archive Mountain Vista Lounge Interior CGI Illustration Visualisation Animation

Well not if you can actually make something interesting and fun out of it, like some diorama inspired isometric visuals!

Punch Archive Mountain Vista Lounge Interior CGI Illustration Visualisation Animation

So that's what I decided to do. And then I threw in a little bit of animation too, because why not!

Punch Archive Mountain Vista Lounge Interior CGI Illustration Visualisation Animation

Keep your eyes peeled on the blog for new "Punch Archives"

and you can also catch all the updates on PunchDigitalUK Instagram account!

 

Thanks,
Dean

14/06/2019No Comments

Finished Friday // Evolution // CGI Motion Graphic Animation

Evolution motion graphics cgi animation

Stand still and you're irrelevant.

Why not evolve?

This r&d piece explores the need to evolve, grow and push ourselves beyond current capabilities.

Check out the full project on the Behance page.

This side project also features in the R&D section too.

 

Thanks,

Dean

22/12/2017No Comments

Our First Project to Mix CGI VR and Live 360 Footage

We love a challenge, so when our friends at Superla came to us and said they want to combine CGI VR with live 360 footage for a distracted driving campaign 360 video we said "hell yes!"

The concept behind the video is simple - distracted driving kills. But how we showed this concept wasn't as easy, and we had to overcome some technical and creative hurdles.

Don't let a single moment of distraction change your life. #ParkYourPhone and follow #Cartesy when you head out next time. Take the pledge here: http://bit.ly/2xpS7vE

Posted by Ford India on Friday, 13 October 2017

For our part, we produced the car interior, which is entirely CGI! The character is also CGI too. Creating photo-realistic content is something we do on a daily basis, but the challenges of the project pushed our technical knowledge to the limit, and beyond. To seamlessly blend the live footage, with the CGI car interior, we had to match the lighting, but more importantly, the reflections. Then throw in some motion capture, super high resolution footage, and numerous other challenges!

Distracted Driving 360 Car Interior Animation Video

Superla did a cracking job with the live 360 footage, post production and leading and directing the animation. For the character animation, we used the Rokoko motion capture suit, then refined the animation before rendering the animation. I personally love the text message alerts, which divert your eye away from the road, which is of course the video's aim is to distract you as you drive along.

We believe 360 video has a big future, especially when telling an engaging story. By viewing the 360 videos on a VR headset, the immersive experience is unlike any traditional media. I believe in 2018 we will see a growth of VR and 360 content, and it's certainly something we're excited to be a part of!

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PUNCH DIGITAL

Punch Digital Services Ltd

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Peel Walker
11 Victoria Road
Elland
HX5 0AE

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