June 18, 2015 by Aurelia Brun
DVH Creative Studios is a young 3D rendering company based in the Netherlands. They integrate CGI, photography and post-production into a powerful and effective workflow for creating captivating imagery for some of the worlds hottest clients, such as Audi, Chanel, Heineken and Maserati. We caught up with them to find out how they think and work.
Production Paradise: How did DVH Creative Studios come about and what makes you stand out from the crowd?
DVH Creative Studios: Dario van Houwelingen, the founder of DVH Creative Studios, started his career in photography and cinematography. He became intrigued by the technology of CGI and soon adjusted his focus to photorealistic CGI. Besides creating photorealism he also aims at high standards in composition and lighting, in this way implementing the essentials of image creation from photography and cinematography into CGI. Dario likes pushing the boundaries and is keen to integrate novel technologies into the workflows of DVH Creative Studios.
Production Paradise: Retouching and CGI bring “magic” to images and many people don’t realise quite how much work is involved in these processes. Is this also your experience?
DVH Creative Studios: It is our experience that art directors of advertising companies sometimes underestimate the amount of work involved as well as the potential of CGI. For this reason, it is important that we, the CGI artists, have the opportunity to advise art directors about the advantages of CGI solutions in the early stages of their projects and to manage their expectations about the pace of the process and the feasibility of last-minute adjustments in the design. These collaborations are usually very productive.
With CGI we recently created a logo composed of 3D elements for a music festival. At first the agency intended to photograph a mock-up version of the logo, but then chose to have a complete realisation created in CGI. This allowed for an enormous flexibility in the try outs of different materials, colours, the adding and taking away of elements, and the realisation of optimum lighting. In this way a logo was created that best suited the message.
Production Paradise: What is the most time-consuming part of the process?
DVH Creative Studios: Creating photorealistic materials with custom-painted imperfections like dust, scratches, and colour changes due to wear and tear, are rather time-consuming activities. Generally speaking, in photography, these imperfections are minimized on the set or removed during postproduction. Our challenge is to add these features with CGI, in order to break the perfection of rendered computer images and give a lifelike feel to them. Even if this is invisible to most eyes, it adds to the general feeling that is perceived from an image.
Production Paradise: What is the “craziest” thing that a client asked you to create for them?
We like any challenge.
Production Paradise: Who are you currently working on and what exciting projects do you have in the pipeline?
DVH Creative Studios: Currently we are working on a large digital showroom animation for a well-known fashion designer. It is a cool project, with images of such realism and resolution that spectators are inclined to walk to the screen in order to touch the objects.
The following exciting developments are also worth mentioning. At the moment DVH Creative Studios is exploring the possibilities of Virtual Reality Art with the Samsung Gear VR Innovator. We see great potential for captivating commercial advertising with this application.
Next, we have invested heavily in GPU-rendering, which allows us to have very quick interactions with our clients, as render times are drastically reduced. The speed of GPU rendering also significantly contributes to our work pleasure, as there is an almost instant feedback-loop between what we do and what we see on the monitor.
Production Paradise: What have you found most useful about being a Production Paradise member?
DVH Creative Studios: The ability to be easily found. And we also use Production Paradise ourselves quite often to look for new clients and follow our colleagues in the field.
We would like to thank Dario for taking the time to speak with us. You can see more of their work on Production Paradise and their website. Learn also more about DVH Creative Studios or other Amsterdam-based post production companies in our directory.
If you want to show off your latest work to the industry in the next edition of Production Paradise’s Spotlight special Locations and Locations Worldwide, contact us now at email@example.com