Scott Muckenthaler
CG Product Imagery
Directing the look and use of CG in the shopping landscape.
Quick take
Going on location for practical shoots has its place. But I really love the creative freedom and endless capability that comes with CG productions.
brand
Hyundai
date
2011-2022
challenge
Oversee CG creative to make content that captures the unique capabilities of CG while ensuring it's that's visually equal to our photograpy.
role
Creative Director, Art Director
The CG asset program I helped develop is massive. And growing every year.
The number of CG assets has long since eclipsed the number of practical photographs created. A vision, a lot of planning, creativity and solid execution are what make the continued growth and evolution possible.
Static
Hero Imagery
Just like photographs.
Video
Vehilce Films
As good as a film crew.
Studio
Interior Panoramic Views
Still the best car VR experience.
Studio
Exterior 360˚ Spins
The workhorse CG asset.
Environment
Exterior 360˚ Spins
Easy, immersive interactivity.
Environment
Interior Panoramic Views
The best interior experience.
Environment
Realtime Render Exteriors
Car shopping meets gaming engine.
Environment
Realtime Render Interiors
Car shopping meets gaming engine.
Safety
Demonstration Videos
The best way to show safety.
Exterior
Studio Heroes
The most useful CG.
Interior
Studio Heroes
The msot efficient interiors.
Exterior
Wheel Details
Detailed and perfect.
Features
Trim Details
Every feature, up close.
It would have been easy if we didn't make everything look this good.
Full-CG hero image for the Palisade launch.
100% CG locations.
No more shooting domes and backplates. Interactive experiences need the control and freedom you get when you build the environment from the ground up. It's not easier but it's a lot more rewarding.
Realtime interactive experiences.
Giving people the freedom to control any view of the vehicles. No apps, no plug-ins, no expensive computers or phones. Just tap, drag and explore.
Exteriors in the real-time viewer in multiple vehilce landing pages.
Interiors in the real-time viewer in multiple vehilce landing pages.
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This is the caption for the content above.
Full CG. When practical shoots aren't possible.
Sometimes you don't have the physical car to shoot but you still need hero images and footage that look like you did.
A dedicated image for every feature... of every trim... on every vehicle in the lineup.
It's a mountain of assets. But for the person that wants to see what a feature looks like on the exact trim they're interested in, it just makes sense.
The best way to do demos of safety features.
Shooting a practical video for these is completely inefficient. CG allows you to get all the precise movements and angles needed to realistically and legally show a safty demo.
Highway Drive Assit and Lane Change Assist on Ioniq 5.
High Beam Assist on Elantra.
Studio Heroes
The hardest-working visuals on a car website.
Three-quarter and profile angles for Santa Fe.
The studio heroes are a system. Not just an image.
These are the vehicle images that have to work individually, but also as a group. It a lot of different assets that need uniformity in things like shadows, camera heights, lighting, lensing, scale, tires, glass tinting, headlights. That way you have a consistency for the whole lineup like in a menu and any combination of vehicles you want to put together in a pack shot.
The studio hero exterior series for Ioniq 5.
Interior studio heroes for Ioniq 5.
360˚ Spins
Still the best way to know what a vehicle looks like online.
A sampling of various vehicle 360 spins in thier environments.
The 360˚ spin in the Palisade gallery.