Thursday, 5 December 2013

Why Low Cost CGI Could Prove More Costly In The Long Run

The CGI market is a busy one these days. Improvements in technology and communication mean that you are no longer restricted to local companies: it’s a truly global market and with that comes unprecedented choice. So, how do you select a company to work with? Skill levels? Reputation? Turnaround times? Or budget? For many, budget is the obvious choice and this is understandable in a financial climate where project budgets are squeezed and everyone is demanding more for less (your clients included). But is low-cost CGI always what it seems? We think not, and here are some of our reasons why…

The most important distinction between suppliers is CGI production vs 3D artistry. A production house is very much a technical facility, great at following instructions, but you will need to do the bulk of the background work. The onus is on you, the commissioner, to make sure that the information you provide leads to the result that you want. If there is a gap or a contradiction in your assets, then you could run into problems. 3D Artists, on the other hand, can work as consultants alongside you. They can take on as much of the process as you need: from advising on the best compositions, to commissioning the best photography, through to feeding back on what’s working, what’s not working and why. They are more than just your suppliers: they are your collaborators. I probably don’t need to spell out why this can save you money: we’ve all been there at some point in our lives. Perhaps it’s the cheap electrician that had to come back three times to get the job right, and then you had to get the work re-done six-months later anyway…

So, a CGI consultancy will often save you time in the long run. The 3D Artists are talented at spotting any pitfalls early in the process and advising on the best ways around them. This is critical when you’re working under pressure to a tight deadline. You may find that you do not have the time to micro-manage the process. The time that you spend project managing has a cost (albeit hidden) that needs to be factored into the end budget because that’s time that you can’t spend working on your other projects.

Then let’s not forget quality. Input throughout the process from talented artists who treat the CGI process as a service, rather than simple product delivery, can mean that you get a finished image that is better than you ever imagined. If imagery is a critical part of the decision-making process on your competition or scheme, then getting the best images you possibly can becomes the most economical decision you can take.

There is definitely a place for both types of CGI and you may find that certain projects actually warrant the low-cost approach. Just be aware of the potential pitfalls and ensure that it doesn’t end up costing you more in the long run.

If you would like to speak to us about CGI then please contact Charlotte on 020 7426 2080 or

No comments:

Post a Comment