3D Product Rendering

3D Product Rendering turns your .STEP exported from CAD files into marketing assets using advanced product photography and lighting techniques.

Turn Engineering .STEP files into Marketing Masterpieces

3D Product Rendering turns your engineering .STEP files into marketing assets.

Today’s digital marketing requires the ability to convert your engineering data sets into marketing materials. CraneDigital has been doing this for nearly 30 years. We are not engineers – we’re graphic artists working with marketing directors to craft the perfect image. But we understand how your engineers work and think, and are great at communicating with them so you don’t need to understand their language.

The process is relatively straight forward. It typically begins with a NDA provided by client. After all, you’re releasing sensitive CAD data from your secure engineering environment. Even though .STEP files aren’t really CAD data any longer. Think of them as a .JPG of the original Photoshop file with layers intact. They’re an accurate representation of your product, but don’t contain the engineering data required to actually be used as CAD. We do everything in house, with no off-shoring, so your IP is secure.

Once the CAD solids model is exported as .STEP by engineering, we’ll import into our 3D graphics and animation environment and begin work. There is a difference between CAD solids models and surface models but you don’t need to worry about that-we’ll take care of it. Often times in-house engineering renderings are adequate for internal use, but when it comes time to really put the shine on your product there’s no substitute for high-quality 3D Product Rendering.

Shadows, Reflections and Shiny Stuff…

In nearly all cases, surfaces (colors, materials, textures, etc.) need to be re-established. It helps to have photographic reference when we begin. Knowing correct material colors, surfaces, etc. is essential. Reflections, refractions, shadows, etc. are all optimized allowing your product to appear its best version of itself.

Once the product is surfaced (skinned, textured… all the same thing), we’ll light it using a combination of High Dynamic Range Imagery and virtual studio lighting techniques. 

We then choose a camera angle based on your layout. It helps to know where and how the image will be used in a layout so we can help plan the camera angle and focal range. There are no limitations in 3D. Having products hover above ground, turn sideways, or the ability to easily drop out the background allowing it to be placed in any photographed environment is easily achieved.

We then render your final image to any resolution required, and deliver it digitally to your computer’s doorstep. 3D Product Rendering (Photography) is a modern way to get your products in front of limitless eyes. on the web.


3d product rendering from engineering .STP files

Once it’s fully surfaced and lit zooming in on any feature or detail of your product is easy. Any number of cameras may be positioned around the product to show – or conceal – any feature required.

Additional images and views are fast and cost-effective because all the heavy lifting is done. It’s simply a matter of pointing the new camera, adjusting lighting if necessary, then rendering a new image. Quite literally anything is possible in the world of 3D product rendering (photography).

Real-world photography techniques are employed; for example, depth of field blur. Ironically, much time and energy is spent in real-world photography making sure everything is in focus. In 3D, one of the contributing factors to realism is adding slight depth of field blur.

It all depends on the goal of the final image. We have many years of traditional photography technique and experience, as well as many years of 3D rendering and animation experience when we approach your project.

3D product rendering from .STEP CAD files.

The simpler the object, the less time it takes and the less it costs. Conversely, the more complicated and detailed the object the opposite is true. Simple backgrounds are least expensive. More elaborate images are more expensive. It depends on the time and assets required.

For example, if your 3D object needs to interact with another real-world object. We’ll need to either secure appropriate background imagery or 3D model, then craft an image specific to your requirements, as in the image below. This is all possible, of course. Cost rises with complexity.

3d product photography turns your engineering .STEP files into marketing assets.

3D Product Rendering (Photography) turns your engineering .STEP files into marketing assets. This image shows the Viking cold plunge, provided as .STEP file, in upper right corner of image, positioned in a home-gym environment. Quite literally anything is possible using 3D Product Rendering (Photography).

The home gym was built as a 3D environment model allowing placement of cold plunge anywhere desired. HDRI (High Dynamic Range Imagery) lighting was used to establish the outdoor scene, and provide accurate lighting through glass doors and windows as well as reflections in mirrors, metals and other reflective surfaces..