Client  /  Dyson Ltd

During a period of multiple product launches, Dyson approached Proto Imaging to assist their graphics department with the production of photo-realistic packaging and marketing images. These were primarily for use with the global launches of some of their most successful and innovative vacuum cleaners. As such, the deadline was incredibly tight and the required quality very high.

Briefings took place at their Malmesbury HQ with creative directors to establish how we would achieve their strict corporate design language into the renders. Dyson were very particular about how the products should be lit and the replicated look of their product's high quality plastic finishes. This use of CGI allows more control than traditional photography. It must also be noted that since the creation of marketing material was concurrent with the actual production of the products, the actual products did not yet exist and our main reference were prototypes. Traditional photography was out of the question.

During this busy period we were involved with six separate projects with Dyson. They were all very challenging and were characterised by the need for extremely high quality to to meet their exacting standards and visual language.

Even manipulating the CAD models in 3D space presented us with particular challenges. Many of the models had in excess of a million polygons (surface faces) and we had to radically upgrade our computer systems specifically to cope with both the modelling and rendering of the CGI images. A few of the more intricate ultra high resolution images required over 48 hours to render and were created from from multiple passes to give us maximum control over the final look.

Often working through the night, we achieved a very high standard of quality and output with which Dyson were extremely happy. We hit all deadlines, kept within budget and James Dyson himself thanked us for our efforts during their busy release schedule.