What Does It Mean to Be a CGI Director? Andy Glass Defines the Role

Working in the photography industry has shown us lots of change and evolution over the years. Many of our photographers started shooting on film, and when the introduction to digital appeared, people were nervous and trepidatious. Then came Photoshop and the ability to alter images in post-production. More recently, CGI was introduced and of course, the introduction of generative AI in the past few years has caused quite a flurry of both fear and adaptation. 

Andy Glass has been through it all. And, as a person who views the future as something full of intrigue, he has been an early adopter of these changes, which has set him up as a trusted partner by clients. He has been working as a CGI director since the advent of CGI in print advertising, incorporating it into his photography projects when requested by clients or when it could augment a shoot’s efficiency. Taking the position that “if it exists, let’s shoot it in camera, but if it doesn’t exist or we want maximum control, let’s use CGI to make it look real” Andy is hands-on in the pre-visualization process to make sure all creative visions are met most sensibly. 

We are learning so much from Andy and sat down with him to talk about his experience as a CGI director and what that means to him. Read on to learn how he views himself as a conduit between the creative and technical. 

How has your experience in photography informed and helped your role as a CGI Director?

I grew up with a strong foundation in photography, known particularly for complicated compositing, making big, realistic composites. When CGI emerged, it was a natural extension of my skills. My experience in CGI started around 2006 and felt like a natural extension of my skills. CGI involves creating wireframe models, texturing, lighting, and adding shadows, reflections, and refractions to make the images interact with their environment authentically. My background in photography allowed me to blend technical precision with creative vision, making me a bridge between the technical and creative aspects of a project. 

Initially, agencies were hesitant to trust CGI because early attempts often felt out of place and unrealistic and so, the creatives appreciate my approach because everything goes through me, ensuring that the final product is visually coherent and technically sound. This dual skill set ensures that the final product is visually stunning and technically sound. It also alleviates stress for art buyers, as we handle a lot of the complexities and problem-solving. Ultimately, having a photographer who understands CGI helps produce more realistic and believable images, adding significant value to the project.

Can you explain the process of directing a CGI project and how you collaborate with different teams?

Directing a CGI project involves being a bridge between the agency and the post-production house. My primary role is to maintain the creative vision, ensuring that the final product is as beautiful and realistic as possible within technical constraints. I am the main contact with the agency from start to finish, ensuring clear communication and a cohesive approach. The collaboration involves constant back-and-forth, especially during the pre-visualization stages, where we explore compositions and layouts. Tools like animatics help us match the planned shots during production, ensuring consistency and accuracy.

What are some key differences between traditional photography shoots and those involving CGI?

Traditional photography often involves spontaneous creativity on set, while CGI projects require a lot of predetermined planning. With CGI, much of the creative work is done upfront through previz, establishing camera angles, lens choices, measurements, and lighting setups before the actual shoot. This level of planning ensures that the CGI elements will integrate seamlessly with the photographic elements. However, the core principles of lighting and composition remain crucial in both traditional photography and CGI.

How do you approach maintaining authenticity and realism in CGI work?

Maintaining authenticity and realism in CGI involves respecting traditional photographic principles. I approach CGI with the same rigor as I did with slide film photography, paying close attention to lensing, perspective, and lighting. This disciplined approach ensures that CGI elements look as real and convincing as possible. By combining technical precision with creative vision, we can achieve a level of realism that stands up to scrutiny, even on high-resolution billboards where every detail is visible.

Could you describe a particularly challenging project you worked on and how you handled it?

One of the most challenging projects was a Heineken campaign where we replaced a building in Times Square with a CGI Heineken bottle. It involved massive retouching, clearing people, rebuilding the environment, and integrating the CGI bottle seamlessly. The lighting in Times Square is incredibly complex, with numerous screens and reflections to account for. It required a high level of precision and collaboration to ensure everything looked realistic and coherent.

What parallels do you see between the initial reception of CGI and the current situation with AI in the industry?

The initial reception of CGI was similar to what's happening with AI now. When Photoshop and digital photography first emerged, there was resistance, but eventually, the industry adapted because the quality improved significantly. Similarly, CGI had its awkward phase with unrealistic images, but it matured over time. AI is going through a similar period; people are experimenting, and not all results make sense yet. As with CGI, AI will eventually find its place and be used effectively. However, AI also brings up ethical concerns, and it’s important to use it responsibly and transparently.

How do you stay current with evolving technologies like CGI and AI in your work?

Staying current involves constant learning and problem-solving on the job. Each project presents unique challenges that push us to develop new skills and techniques. Collaborating closely with experts like POP Creative Studio helps us innovate and adapt to new technologies. You will not get better at working with CGI by sitting down and reading a “how to” book,  the hands-on experience of working through real projects us what keeps us updated and sharp.