WICKEs guidelineS

3d Lifestyle

Set Up & Output Specifics

Technical Approach

Camera & Lighting Approach

Draft Process & Targets

DO'S & DON'TS

Set UP & OUTPUT SPECIFICS:

Artist brief - Image Size & Resolution: 300 dpi, 6000 x 4242 pixels (6K) is required for all Wickes imagery and must be stated on the artist brief. The artist can decide if using a landscape, square or portrait ratio according to the shot needs.
RT brief - for final outputs:

Output - 6k - 6000 x 4242, 5000 x 5000, 4242 x 6000

TECHNICAL APPROACH

When starting a new set, we are generally using the template 3Ds MAX scene file that lives here:

R:\06_TEMPLATES\02_PRODUCTION_TEMPLATES

If we are rehashing an older set, we're supposed to have a quicker process than starting a new set from scratches. In order to achieve this successfully, there are a couple of things that the artist must check at the beginning of the project:

First we need to check the old 3Ds Max scene file that we should rehash and make sure that the file is clean and organised.
Next we should check the old comp files in Fusion and Photoshop and make sure that they follow the CCW workflow and that they can be easily re-used.
Lastly, we need to check how many Bid days we have for the new set. This is very important because it will help us decide if we can relight the set from scratches or create fresh new comp files in case the old project was not in a good condition, so it can be reused.

If the older set doesn't follow the CCW workflow the artist needs to make aware the project lead artist so they can decide together how to proceed. In some cases is easier to take all the elements that stays the same from the old project and make a new fresh scene from scratches.

CAMERA APPROACH

position & focal lenght

As per the vast majority of our clients, we are using lenses that do not distort their products. So a 45 mm or a 50 mm are the obvious choices here; there could be some exceptions though, especially in really small rooms. We then place the camera roughly at 1,10 m from the floor level. In many cases you will probably have to activate the camera clipping plane .

Lighting Approach

overcast lighting with soft/MEDIUM directional lighting

Wickes is not super strict on lighting as some of our other clients, so we have a bit more freedom on how we light the sets. However, what they seem to like the most is an overcast look with a soft/medium directional light that cast some nice shadows and create some depth, as the example below and all the other images above.

On top of that, they seem to be favourable towards electric lights for an extra layer of depth and mood.

Be careful not to overdo the directional light though, as we don't want too sharp shadows, they will take away the eye from the products.

DRAFT PROCESS & TARGETS

draft a

Draft A // First look

This is where the Styling Team, Lead Artist and Artist get together to chat through the first iteration of the work.

Architecture – Realistic & true to SB? (styleboard)
Lighting – Achieving L&F (Look & Feel) is it enhancing the product?
Cameras – Composition looking good, are we showing off the product?
Product – Accurate and complete?
Décor & – True to SB and working with product?
Propping - True to SB? Is the propping story working?
Are we meeting client requirements?
Background / Backplate – Is this suitable for the space/client/inhabitants/demographic?

draft b

Draft B // General comments

Art Director and Head of Styling become involved from draft B stage.

Have all previous internal comments been completed?
Architecture – Are details and materials correct?
Lighting, cameras and composition check. Accurate to Sb? All confirmed? DRAFT B is the time to change the base elements!
Product – Are the configurations correct? Door profile, handles, fabric finish/colour?
Décor – Textures and finishes correct?
Props – True to SB and working in the set and accurate to references?
General check of shaders & textures
Are there the correct number of shots / crops?
Sharing - Is this to be shared with the client at this stage?
Background / Backplate – Do we need to make changes?

draft c

Draft C // More Detailed comments

NB: Drafts do go beyond draft C depending on client amends etc.

Have all client comments been addressed?
Architecture – Is it realistic have previous comments been actioned?
Decor – Is it true to SB? is something not working? This is the chance to swap things out
Cameras? Do we need some additional/alternate options - are the cameo shots working?
Props – Is it true to SB? Too much/too little? Are all propping stories coherent and adjusted for cameras? This is the time to add more/less/swap something out.
Detail checks – quality QC on whole image – check nothing is floating and that all materials are present and correct.
Product checks – shadow gaps / finishes / handles
Photography / Comping - Ready for shooting & comping .

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