How was your company born and where are you based?
We began our journey 11 years ago as a typical photography post-production company. However, we soon realized that the world of CGI offered incredible opportunities for creativity and exploration.
Since then, we have transformed into a CGI-focused company, specializing in the creation of virtual worlds. Although we are now primarily a CGI studio, we have retained a strong foundation in photography. Our core values lie in photorealism, exceptional lighting, and composition.
What was the biggest challenge to the growth of your company?
Our industry is currently experiencing significant instability, with new challenges arising every day. However, the most significant challenge we face is consistently staying on track. We have deliberately positioned ourselves as a highly creative company with an unwavering dedication to photorealism and exceptional visual quality.
While it may be easy to state this objective, maintaining it in every aspect of our work on a daily basis presents a genuine challenge. There is always pressure to reduce costs or expedite processes, but we are determined not to compromise on quality. We firmly believe that the long-term benefits outweigh any short-term gains.
Which was the first huge success that you can remember?
Our greatest achievement was securing our first project with Skoda. It involved creating a complete CGI environment of a marble quarry for the Skoda Karoq catalog. We approached this opportunity with a mix of excitement and nervousness, fully understanding its significance.
To ensure the utmost accuracy, we travelled to Carrara, Italy, where we captured reference images and conducted 3D scans of all the necessary materials and shapes. The project turned out to be a resounding success, leading to a long-standing partnership with Skoda that has spanned many years.
What’s the biggest opportunity for you and your company in the next year?
Nearly everyone is discussing AI nowadays, and I completely comprehend why. I view AI as a remarkable opportunity that will undoubtedly reshape our industry. However, I don't perceive it as a threat.
The challenge lies in predicting its precise trajectory and identifying which areas of work will be most profoundly impacted. It's a complex task given the current state of AI's development.
Can you explain your team’s creative process? What makes it unique?
Our process is typically divided equally between creative and technical aspects, maintaining a harmonious fusion of creativity and technology. Neither of these elements should overshadow the other.
Ales Kolaja, our creative director, embodies the creative component of our team. With previous experience as a senior art director in multiple agencies, Ales brings years of invaluable expertise to our projects. On the technical side, we have a team of experienced CGI artists, each specializing in their own unique area but working cohesively as a team.
How does your team remain inspired and motivated?
We are explorers, constantly seeking to acquire new skills and experiment with innovative workflows and techniques. This mindset drives our company's dynamic nature, enabling us to continuously evolve.
While this approach may not suit everyone, as some individuals may not feel at ease in a fluid environment, for the majority of us, it serves as a source of motivation and satisfaction.
How has COVID-19 affected your company?
Learning to work from home and establish remote connections to each workstation posed a significant challenge. However, in the end, we adapted to this new setup surprisingly swiftly, minimizing the overall impact on our productivity.
Which agencies do you gain inspiration from? Do you have any heroes in the industry?
Naturally, we draw inspiration from studios that possess their distinct style and maintain a high level of visual quality, I would like to mention XK Studio in London, which for me, is a perfect representation of technology and creativity blended in a truly outstanding way.
What is one tip that you would give to other agencies looking to grow?
There is always unpaid work that you must undertake when starting out in the business, and the nature of this work will shape the types of jobs you will be paid for in the future. It is crucial to choose these projects wisely and not be afraid to pursue what you genuinely enjoy rather than solely focusing on what clients may expect.
How do you go about finding new clients/business? (Pitching, work with retainers, etc.)
It's always a mix of various activities, including networking, pitching, marketing... However, what has consistently proven effective for us is carefully analysing the needs of potential clients and offering them a customized solution that aligns with their specific requirements.
Instead of imposing our technology and workflow onto them, we prioritize understanding their needs and adapting accordingly.
What’s your one big hope for the future of the industry?
I hope it becomes more and more attractive to young and talented people.
Do you have any websites, books or resources that you would recommend?
Ignant.com my favourite source of visual inspiration.
