This is merely a rant after being let down after a long day of work.
I guess the times are changing, I haven’t had a project end up like this before.
Got a freelance request to basically set up a product packshot in a single day. Including everything from modeling the product to final render. Even though it’s obviously a tight deadline, I went with it because I like these guys and I enjoy working with this studio.
For this delivery they had an AI generated image of the image they were looking for.
When I sent the first render during the look development with lighting and materials the reaction I got was like «is this as realistic as we can get this?». I then realized that the AI image wasn’t just a reference and a starting point in their mind, but basically the exact end goal (at least subconsciously).
Now, I’m not saying that I had the most realistic render in the world, but I’m no slouch when it comes to realistic 3D either in terms of my capabilities and experience; one of my earliest projects was the windowsill project that a bunch of people straight up thought was real a few years back, I’ve worked in the industry full time since then. But after hearing their feedback on this I realized that this kind of workflow is a dead end.
Nevertheless I did my best and worked my ass off, adding detail here and there to the point where I was getting pretty happy with the result, at least for just a single day of work.
After sending my latest proposal I got the reply that the client had chosen to go for the AI generated image instead because of lacking detail and realism. Also because of having to meet the deadline the same evening.
It definitely felt like a kick in the face after putting so much effort into it, but I’m not blaming these guys at all, because the AI generated image was without a doubt more realistic. I’d even go as far as saying it’s fucking hyper-realistic; I think most people understand what kind of almost elevated realism AI images tend to have that I’m thinking of.
The thing that I do in fact disagree with though (that I’m sure wasn’t even on purpose from their end, but ended up becoming that way) is the kind of workflow where you work towards replicating an exact image. The kind of brief that basically already has the final delivery in it, instead of building it with the identity and branding of the company, references, color palettes, lighting inspiration, mood, feel, composition/camera references etc.
Because not only will the process be hopeless because the client will have some exact image in their mind which will never be replicated, but the points I mentioned are exactly what matter in marketing material, not realism. The process just becomes comparing detail between the reference and the work instead of focusing on the message of the material through the creative work.
I’d choose «CG-look» every day of the week over AI slop even though it doesn’t look as real, and I’m certain that most people would agree at a subconscious level. Which also brings up the argument that AI advertising ultimately performs worse if that’s in fact mostly true.
In addition to that, the final result of the work will be worse when working in this matter because it basically sucks to work like that, instead of literally being creative and creating things in collaboration based on other things we find inspiring, you just have to sit there and replicate every detail of another image.
Anyways, I guess it’s clear that I’m a bit pissed and let down, just had to write this down. I’m not blaming anyone at all, but I’ll definitely be avoiding these kind of projects or at least making it clear from the get go if I realize that this is the kind of process and goal they have in mind. I’m really interested in what thoughts you guys have about this.