Flawless Creations In A Virtual World


World renowned flooring company, Amtico recently approached White Crow Studios to help them visualise their new Signature Collection. Amtico required CGI imagery that would be photo realistic enough to sit convincingly alongside their traditional brochure photography.

Our artists can accurately recreate the distinct qualities of wood; be it natural, stained, untreated or engineered. Laying patterns are followed and lighting conditions accurately reflected. The same considerations are taken into account when installing a floor digitally, as they are in the real world.

For the launch of their new commercial range, Amtico decided to use CGI for room sets that would be difficult to photograph. The brief included traditional locations such as hotel bedrooms and bathrooms but also more bespoke locations such as restaurants and cruise ships.

Our designers were able to create room sets that suited the luxury nature of the Signature range. Once created, each roomset could then be re used to illustrate each variation of floor pattern and colour. CGI is ideal for showcasing a whole product range in this way without the environmental impact of a real life installation.

Amtico found the CGI approach to be far more flexible than photography, furniture and lighting for example could be easily changed to get the required results.

"Working with White Crow has enabled us to really push how we show our Amtico flooring designs. We were able to create images of beautiful and diverse commercial spaces such as hospitality and leisure, workspace, retail, and marine vessels, which included large environments that can be costly to achieve in a traditional studio or on location. Within these spaces we were able to experiment with product combinations and zone areas to demonstrate the realism of a space showing customers the possibilities of our products and how they can be used" 

- Lorna Williams

After years of research and development White Crow Studios have built a team of talented artists who are able to visualise all types of flooring material using the latest 3D rendering techniques.  Our high resolution imagery will showcase the unique properties of your flooring, going beyond the limitations of traditional photography.


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