Click 'render', job done, right? Wrong.


A lot of thought (and experience) goes into making a successful CGI. We're involved with all sectors, from massive industrial through to more intimate houses, but the thought processes are just the same.


Composition, framing, perspective, lighting, season, interior design, landscaping, texturing, purpose, use...they all have an important role.


It isn't simply about making it look realistic. An image has a job to do: win planning; secure a tenant; attract financial backers...etc


Here's a CGI for a residential development adjacent to a London park. It is entirely computer generated as photography wasn't possible from where we needed it. I've annotated just a few of the items we think about when putting these together.