Real-Time CG: A Game-Changing Fusion

Our Executive Producer Simon Whalley has written articles for the Guardian and Marketing Magazine looking at the huge potential of real-time CG, which is a way of creating characters and assets in game engines so that users can interact with them instantly.

With game engines being able to handle much higher quality assets than before it’s opened up a whole new world for traditionally created CGI which has huge advantages for brands, particularly being able to interact to their audiences instantly.

It’s something we’re right behind at Framestore, having been responsible the award-winning Coca-Cola Polar Bowl, the GEICO Gecko’s book-plugging chat with Chelsea Clinton, Dobby and Kreacher on BBC Breakfast, and the appearance of Gügor, a monster from our upcoming literary collaboration The Creature Department, at Book Expo America 2013.