Simon Puschmann was commissioned by Venables Bell & Partners to produce CGI campaigns for the Audi e-Tron, Q7 and A4 in close collaboration with his long-time post-production partner Harvest Digital Agriculture. This approach is a mainstay in Europe and a few pioneering US agencies have caught on. Venables Creative Director Matt Miller explains “Simon has the best of both worlds, an understanding of the CGI progress and the eye of a photographer. What really excited me was that combo. We were treating the images as photographs in every aspect, but they were done digitally.”
Simon worked side-by-side with Harvest on the angle studies, lighting, selection of spheres and backgrounds from his archive, and the final retouching. The only image that required photography was the Q7. Simon photographed the water splashes, added some photographic road elements from the water shoot, and rendered a few additional details.
Working with a European photographer accustomed to overseeing CGI image creation has its advantages. “Our first project together, a purely CGI image of the Audi e-Tron that challenged Simon to show both the grill and the side of the car, was a complicated one. But the process was extremely smooth for me. Simon was so accommodating, quick and detailed oriented. I couldn’t wait to collaborate on another project,” added Matt Miller. After e-Tron, Simon and Matt went on to collaborate on campaigns for the A4 and Q7.