How are we going to frame the future?

By Ashley Jouhar | 10th June 2020

Where are we all heading as we emerge blinking into the daylight? Do we go back to what we were doing before – and how we did it? Or do we embrace change and adapt to what lies ahead? In the world of photography, change is afoot .

We shoot commissions – for clients that need them, but mainly we shoot stock photography – but not the general stock that you’ll find on many other sites. Domeble shoots some of the highest resolution imagery around – backplates (landscapes) and 360 Degree HDRIs (High Dynamic Range Imaging) which for those of you that don’t know is a photographic process that expands the dynamic range of an image and reveals incredible detail in both shadows and highlights. Because we produce the highest pixel count HDRIs, with the deepest dynamic range available, the imagery is aimed predominantly at CGI Artists and the automotive industry, which itself is undergoing huge change. This kind of imagery will have uses beyond selling cars though, as we gear up for a future where Virtual Reality and Augmented Reality are gaining traction month by month.

 Wearing a VR headset, our 360° HDRIs (or domes) create a fully immersive real world scenario that enables you to experience the scene with full global vision. Because of the dynamics of HDRIs and how 3D software renders in realtime from these assets, we can place objects inside the 360° scene and walk around the scene (and the 3D object) experiencing true real world (3D) object shape and form placed within using realtime rendering.

Then there are other innovative processes; volumetric video and Photogrammetry are essentially techniques that capture a three-dimensional space, such as a location, object or performance by mapping and acquiring data that can then produce a 3D model of some real-world object or scene. Soon, movies and ads will comprise this technique which will allow studios to create a self-contained world that can be explored from endless perspectives, camera angles and narratives. Again, post Covid-19, this could save time and money and also help to save the planet, as production costs, such as scouting, shoot locations, flying production teams all over the world, hotel bills, hiring equipment, hiring casts of thousands and so on are removed.

At Domeble, we are finding this is a benefit to our customers already, as we provide high quality, pre-shot imagery that, under the current circumstances, is ideal for advertisers because no-one can travel freely and access the shoot locations they need right now, so they come to us and select from a global resource of thousands and thousands of locations, and are still able to put together their marketing very effectively.

Most companies are working with reduced budgets, aren’t able to travel or are worried about the implications of shooting productions for health or environmental reasons. Stock photography could be the answer. Many customers chose the stock route prior to the Pandemic but a change in overall behaviour has been hastened due to the lockdown, which stopped shoots from happening. Plans may have been put on hold but companies are still desperate for images. The lockdown changes we have seen where staff have proved they can actually work effectively from home, despite our fears, are being mirrored by shoots happening ‘ remotely’ or fantastic imagery being created without an actual physical shoot taking place. Like ad agencies producing creative work, we’re providing high quality stock photography as part of the marketing problem-solving we offer to clients.

To summarise this re-framing process, Tim Ayers, Hogarth North America’s CEO says, “People will travel less. People will be able to source ideas and production from where they think the best pockets of talent exist regardless of physical space. We will see a lot more CGI and virtual sets. It’s far less expensive. You will see technology taking a stronger seat at the table so that you’re able to shoot once and repurpose many many times. Marketing budgets have gone down and asset requirements have gone through the roof.

Written by – Ashley Jouhar COO at Domeble

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