Photography or CGIs? Choosing the Right Visuals
Real photography and CGIs each have their place. The right choice depends on what stage the building is at and what you need people to see.
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3 min read
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Photography
One of the first questions on most projects is whether to shoot the building or render it. Often the answer is both, used at different points in the campaign.
When photography works best
If the space is finished, photography is hard to beat. It shows the real finish and light, and occupiers trust it. Good architectural photography is as much about timing, angles and preparation as it is about the camera.
When CGIs make sense
For schemes still under construction or mid refurbishment, CGIs let you market the space before it's ready. They're also useful for showing a fitted-out floor, so occupiers can picture how the space might work for them.
Using both
Many campaigns start with CGIs and switch to photography once the building completes. Planning for that from the start keeps the look consistent, so the switch doesn't feel like two different campaigns.
