Case Study: Huber Engineered Woods

Huber Engineered Woods, a leader in floor, wall and roof systems in the construction industry, utilizes both our photography and CGI capabilities with Addy award-winning results. 

CGI Images:


Case Study - The process of creating a single CGI image for Huber Engineered Woods

In December 2012 Sean went to Washington, DC to shoot a major project being built by Huber's Zip products.  A Walmart Supercenter was being built seven blocks from the Capitol Building, which created a huge outcry from the community.  To appease the neighborhood/city, Walmart had to disguise the shopping center in an urban development with certain architectural features that included a parking deck and condominiums atop.  After photographing the project for various marketing needs, Huber decided they also wanted the Sean Busher Imagery team to use the project for their Zip It Up advertising campaign.

Here is the original DC photo:

huber DC.jpg

Here is the comp provided by the ad agency:

ad agency comp.jpg

Then we blocked in the basic shapes and then started adding detail.

cgi photo for huber.jpg
cgi photography.jpg

Here are two views of the work-in-progress from within our CGI software:

cgi software.png

Once we added the CGI cars, textured the cement and other materials, added stormy clouds, changed the window installations, plus other bits of detail we provided this to the client for review:

But the client decided they wanted to see the scene go dark and stormy to further accent the all-weather capabilities of the product.  So we added the clouds, changed the lighting and added the streetlights to help with the foggy atmosphere.


Most of the atmospheric effects were created via 3D software, including the volumetric lights for the fog and the air particulates.  However, the rain, water drops, extra reflections and global toning were all done in Photoshop.  Here is the base render and the same image after the toning, rain and water drops were added.

cgi effects with no rain.jpg
cgi effects with rain.jpg

Here is the final CGI image:

final cgi image 800px.jpg

Here is the final ad layout:

final ad layout 800px.jpg

We have truly enjoyed our relationship with Huber Engineered Woods,
and what you've seen here is just a taste of the on-going work we continue to do with the company.

What can our Photography + CGI team do for you?





Sean Busher Imagery
811 W. 4th Street
Charlotte, NC 28202




Represented by NK Reps
2510 Russell Street, #2
Berkeley, CA 94705