Advertising campaigns use the art of rendering


Since the mid 20th century, architecture has influenced the world of advertising. Modernist architecture in particular has become something of a standard backdrop for every type of product. Its aspirational allure has come to symbolize everything from quality and good design, to innovation.

As architects push the boundaries of imagery through the use of technology and sophisticated creative software advertising is, again, following suit by employing rendering techniques used by architectural studios on a daily basis, to create glossy, futuristic backdrops, as well as dynamic product shots. Top rendering studios boast a diverse range of clients, from international architecture and property development firms, to audio and video manufacturers and furniture producers. That high end audio system you see in the magazine? It probably hasn’t even left the factory yet, and chances are its slick, luxurious backdrop is a collage of different elements all woven together to create one striking visual.

As Paul Keskeys’ article reveals, some brands are not only applying architectural rendering techniques, but also the architecture itself as inspiration to create witty, futuristic campaigns.