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	Without RenderDrive, this type of precision work was absolutely impossible. Now we are able to render any object in any environment. RenderDrive has taken us to a whole new level of image quality, opening up new visualisation possibilities and also a whole new sales market. - Anders Borggren, Link Visualisering

For Immediate Release

ARTVPS -- 23 Jan 2006

Raising the game in automotive advertising

HDR is one of the most talked about topics in the 3D world at present and ARTVPS has adapted its ray tracing technology to take full advantage it.

ARTVPS, a world leader in advanced rendering solutions and developer of the only hardware raytracing solution are finding that more and more photographers and post production agencies are embracing HDR imaging technology to stay ahead of the game in automotive print advertising.

Realising that this exciting visualisation technique offers new creative possibilities and significant financial advantages for location or studio shots, experienced photographers and re-touchers are applying their expertise to 3D rendering using HDR imaging to get the perfect image.

Saddington and Baynes, a leading London-based digital post-production studio is using HDR location images combined with ARTVPS�s custom ray tracing hardware to create photorealstic images that are indistinguishable from the real thing.

�Using renderdrive we are able to rendering features such as multiple area lights, accurate 3D motion blur and depth of field, secondary illumination, HDRI lighting, and physically based materials, lighting and camera properties.� Commented Will Powell, Head of 3D Production at Saddington & Baynes.

Doug Fisher is a photographer specialising in advertising photography who also does his own post production work. Since investing in a Renderdrive from ARTVPS, Doug is experiencing the flexibility that HDR imaging can bring to his work. �In the real world, I might be asked to shoot a car that hasn�t quite got the specifications of what is needed� said Doug �using Renderdrive I can immediately change any aspect of a car very quickly. The finish on a bumper or fender can be changed from rubber, to paint, to chrome.�

Brian Tyler, CEO at ARTVPS commented �High end car photography for marketing can be very costly and time consuming. ARTVPS rendering and HDRI technology enables you to create stunning photo-realistic images locating any 3D model in any location perhaps even long before a prototype is ready to shoot.�

What is HDRI?
HDR images of a location are taken with a 360-degree camera or selected from an image library. The images are then imported into 3D software application such as 3ds max or Maya and provide all the reflection and lighting data needed to photorealistically render the 3D model. ART VPS�s RenderPipe plug-in software processes the illumination data from the HDR image together with background shots of the location to create accurate lighting for the scene. 3D CAD models placed in the scene automatically adopt the lighting, shading and reflections of the environment when rendered with the ARTVPS�s raytracing hardware.

ARTVPS is headquartered in Cambridge UK Developing unique solutions for generating photorealistic images from 3D data at the heart lies a custom designed processor built to visualize 3D data using the most advanced ray tracing technology available. ART VPS systems are used by some of the world�s leading design and manufacturing companies, including Learjet, Nikon and Procter & Gamble; architectural firms such as Skidmore, Owings & Merrill, and Chapman Taylor Partners; entertainment companies such as IBM Interactive and Walt Disney Imagineering; and digital post-production studios such as Burrows and Saddington & Baynes.