Regardless of where your company falls on the technology spectrum, it is safe to assume that some may feel anxious, confused, and at times, intimidated by technology and the change that is generally associated with it. If you take technology out of the equation and look at it from a simple "change" perspective, people, in general, are resistant to change. Take photography, for example, whether you are a commercial photographer or a young girl channeling her inner Annie Leibovitz to snap photos of your friends, photography is everywhere you look. But did you know that people were resistant to photography at one point in time? Now, we don’t even bat an eyelash.
Often, companies are aware of certain technologies but are unsure of how to implement the advancements in a way that will help their business. Studies have shown that many companies have succeeded in dedicating resources to understanding technology, trends, and business implications; yet have fallen behind with implementing the technology.
Think through history on how the collective has adapted to new technologies. Was it as easy and intuitive as the iPhone? Was it met with as much resistance as with the latest Windows software update at work? Was it a new technology that was generation-specific such as Facebook or TikTok?
Regardless of the technology, preconceived notions can create barriers toward fully understanding how their teams can benefit from the new technology. From a creative standpoint, our approach is to provide options to our clients, highlighting the benefits of specific technology and a clear path to implementing them.
Technology within the creative space is at the forefront of innovation. CGI, Digital Artistry, and even some of the advancements in AR allow brands to enhance and elevate their current messaging.
CGI technology, for instance, is something that has been around for quite some time but has recently seen significant growth within the Marketing and Creative departments of some of the world’s biggest companies. Most of us are familiar with CGI through the movie industry, where some of the most advanced features helped create iconic, larger-than-life movies over the past 20 years. Those same technologies that bring the unimaginable to life on the big screen are applied to help brands scale creative, create efficiencies, and even help reduce their carbon footprint.
At Kalman & Pabst, we take pride in understanding the goals of our clients. We strive to understand the needs of our client partners to then curate a strategic approach that delivers on what is most important to them. That combination helps create a dynamic that doesn’t necessarily drive change but enables change when the opportunity presents itself.
Enabling Change Via CGI
Take this image designed with the use of photography, CGI, and Digital Artistry. Part of this image is photography, and part is CGI. Can you notice which elements are digitally enhanced using CGI technology?
Hint: We didn't have to lug the heavy washer & dryer onto set for this shoot! Scroll to the bottom for a before & after.
The project above, just like we’ve seen in our favorite movies, illustrates that you don’t necessarily need to create the whole city in CGI—only the parts that exhaust resources related to factors like budget, timing, and location. Finding the perfect balance becomes part of the creative process.
In addition to using CGI to enhance imagery, brands can also use it to help scale their creative assets to keep up with their current consumer demands. In a recent KP On-Trend article, we talk about matching trends, product cycles, and new product launches through CGI.
An open mind and help from the team at Kalman & Pabst can provide your brand with technological expertise through a creative lens. Connect with our team today to learn more about how CGI can enhance your brand's image assets!