Selecta Systems Marketing Manager, Mark Walker and Lesley Edgar, Managing Director at 3D visualisation provider Red and Gray Ltd, talk about the use of CGI imagery and new the advancements in AI technology within the fenestration industry.

In today’s digital world, it is common knowledge that 3D visualisation is firmly entrenched as a well-used tool to make advertising any product easier and less expensive to manage. However, not all CGI is good CGI.  In the same essence not all AI composite is good AI composite.

Mark comments, “Selecta have always been big advocates of CGI and the use of AI technology. Over the years we have outsourced our CGI requirements to Red and Gray of whom we have built an excellent working partnership with. Providing a quality service in both CGI and AI technology, it became clear that Red and Gray have a strong wealth of experience when it came to windows and doors. They have become very popular within the fenestration industry as their knowledge of the products is second to none, adding that to their first-class ability in CGI and AI imagery, they offer the perfect solution to our marketing needs”.

“Our latest projects have included CGI generated product animations and images. Using this technology has taken our marketing support offerings to a new level, allowing ourselves to get the best visual representation of our products and their surroundings. The MASTERslide Patio Door and ADVANCE 70 Flush Sash Window animations have been a huge success with our customers, providing them with a quality product sales tool of which can be branded to their personal requirements”.

Selecta have embraced the skills of the Red and Gray team, which in turn has not just helped them provide additional marketing support to their customers, but also boosted their marketing campaigns across various platforms.

Lesley says, “We love working with Mark and the team, they have a great understanding of what is needed to get the right message across to their working partners. Companies can sometimes ‘cut corners’ by using poor imagery, whilst being totally unaware just how much damage this can do to their brand. It’s fantastic that Selecta recognise this and the benefits of embracing CGI and the use of AI technology”. 

 “When a fenestration company offers top quality products, many with important key features, its vital they don’t overlook the importance of investment in quality imagery to reflect the essence and characteristics of their brand and its values. From windows and doors to handles, tracks and even hinges, time and money has been given to research and develop all these products, but many are then advertised with poor quality images, the detail in every image is key “you don’t get a second chance to make a first impression”.

“Why sell high quality products without matching imagery? Is it cost, the opinion of the person signing off the marketing images, or something else? The most important aspect of any marketing imagery is how do you want your potential customers to see your product? Art/illustration is the door to the clients wallet, it’s all about selling a dream or an aspiration to own that product, so the most accurate, attractive yet inspiring images are our priority”.

Red and Gray offer a full inhouse range of design, CGI, animation, configurators, AR and VR services, as well as the new AI technology, which is now being used by many of their clients. Having been established since 2001, the business has become the go-to for digital image services. So, how can fenestration businesses benefit from good CGI?

Lesley says, “Having the best imagery is more important than ever. “Many businesses don’t have time/space to photograph their products without the massive expense of hiring a studio or bespoke location, sending staff to manage the project, hiring a photographer, installing the product or building an appropriate set, the list goes on”.

We now live in a world where everything is fast paced and visual, scrolling on autopilot. Imagery is everything, it needs to be eye catching and relevant, otherwise it won’t last for more than a second on screen. As with any service provider there is a cost for good CGI imagery or AI composition.

However, Lesley added that the reality is much more cost efficient than you might think. “Clients often worry about the cost of digital imagery. The reality is, compared with traditional photography and set building, its inexpensive, its flexible and we keep up with all the current trends so can advise on the best way to showcase your products.”

“All 3D sets, geometry and final images we create for our clients are archived so can be used again with a change of product, updated style or décor, or even a different window or door. By reusing an existing set, you can have a whole new image for a fraction of the cost and the time. This is something that Selecta took advantage of, when showcasing both the MASTERslide Patio Doors and the ADVANCE 70 Flush Sash Windows”.

The world is changing. AI and CGI are fast becoming the future for any business. Most buyers are not interested in the detail until they are ready to buy, so it is all about an image being good enough to make the customer stop and take notice.

Mark concludes, “We have been delighted with how Red and Gray managed and delivered on all of our expectations. They have enhanced the visual appeal and representation of our products and options, of which in turn provides added benefits to our working partners. We look forward to working with Lesley and the team again on our next and future projects”.