View Full Version : AWN:CGI Commercial Production, what it takes...

09 September 2003, 04:28 PM
"Sarah Baisley rounds up facts, thoughts and examples of issues and trends driving producers of CGI commercials today."

>>link<< (


09 September 2003, 06:18 AM
Nice to see so many opinions from different people in the same industry. I found the opening statement a bit misleading talking about "R&D hot bed in commercials..." when the articles Q&A format hardly touched on it.

It's funny how R&D is perseived to be this one element of what we do. And that it is the same everywhere. That it could be equally set up in different places doing work for different media.

As we know R&D is hard work. It is hard work everywhere. If it is about a new engine for a game. If it is how to cheat an effect in one shot (or ten) in a commercial. Or if it needs to stand up in 800 shots in a feature length movie. The R&D will never have enough time, and it will only just make it feasible. And it is damn hard to find the right people with the right sensibility to do it in every area.

The approach to get it done in these different scenarios are vastly different. It has to be based on resources, scheduling and mentality. Oh, I get tired writing about it even.

Good link.


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