The idea of using Pix CGI meant our unparalleled photorealism would allow the client to show the construction and quality of the product whilst keeping the image looking refreshing and appetising. The ability to deconstruct and re construct the product could simply not be done without the use of CGI.
After a delicious study of the behaviour of the ice lolly…the surface, reflection, lighting reaction we recreate the materials in layers, addressing each physical aspect of the reference based on direct observation. We digitally sculpted the finished result with the lighting and art direction integral to the feel of a shot, allowing us to create a striking editorial image. The beauty of CGI is allowing us push and develop aesthetics for a strong campaign.
