Peak Products: Product Renderings & Generative AI
Peak is an international leader in the home renovation and outdoor living products sector, offering over 1,000 products. These include aluminum railings, fencing and decking products, gutters, gardenware, and much more.
In Canada and the United States, Peak products are sold exclusively through The Home Depot, the world's largest home improvement retailer. Peak also supplies many of its product lines to Bunnings, the largest home improvement retailer in Australia and New Zealand. Peak Products manufactures its products in Canada, Mexico, Asia, and a growing number of countries around the world. Peak also operates large distribution centres in Canada, USA, and Australia.
The Problem
When Peak Products used product photography in Vancouver for it’s catalogue and website needs, it faced certain challenges. Simple things would go wrong. For example: The angle at which the door was opened in the photo needed to be changed. Going back and doing the entire photoshoot is financially infeasible. Sometimes, content is needed last minute, and arranging for a photoshoot can take days or even weeks. There are other costs, like equipment and gear, locations etc., which are often not easily visible.
Converting CAD data to a finished product rendering
The Solution: Use Of 3D Product Visualization
The solution - product renderings. Product rendering and 3D animation technology is fast and flexible. In many cases, the output is as good, if not better, than product photography. And often it comes at a price point that’s comparable to the traditional methods of content creation.
In this project, we used 3D technology to generate almost every image from scratch. One such example is highlighted here.
| Attribute | Product & Lifestyle Photography | Product Renderings & Animation |
| Time To Market | Longer, weeks after products are manufactured | Visuals ready well in advance, more time to market |
| Client Engagement | Less engaging than product animations | Interactive animations have longer engagements, and improve conversion rates |
| Post Processing | Significant post-processing required | Limited post-processing needed |
| Cost Effectiveness | Extensive setup, post-production | Typically similar or 15-20% lower CODB |
Use of Generative AI (Midjourney AI)
For some of the deliverables, we used Midjourney to generate the backgrounds and base images. This generative AI platform has gotten increasingly better over time. There are still some deficiencies in terms of being able to deliver finished output. However, the images can be cleaned up using Adobe Photoshop’s in-built AI asset generator feature.
An example is shown here, wherein the base image was created using generative AI and then composited with product renderings.
Use of this process helps reduce intangible expenses, such as location scouting and rental, purchasing props, and equipment, gear and personnel costs.
AI Image Converted To A Product Rendering
The Results
By switching from traditional product photography to product renderings and interactive animation, Peak Products is experiencing improved efficiency in it’s marketing efforts, specifically in content creation. Season businesses can definitely benefit from these new technologies.
Nashbox Studios is a product renderings and animation studio in Vancouver and Nashville. Our services include video production, commercial photography and animation.