The example on the right shows how even a simple object can be transformed into something visually striking and engaging.
The Soap & Glory product was photographed in the studio, placed on a prop against a plain background.
Pink CGI clouds were then rendered to wrap around the product, adding a sense of depth and playfulness.
Finally, everything was composited together in a finishing pass, balancing colour and overall mood. The result is a cohesive image that elevates the product and places it firmly at the centre of attention.
Creative retouching is a specialised form of post-production focused on delivering high-end, production ready imagery. Working at the intersection of photography, CGI and digital art, it allows full control over light, surface and detail, constructing final image with intent.
From editorial refinement to complex composites, the process is tailored to present products and subjects at their best while maintaining realism and brand integrity.
The rapid development of AI is reshaping the landscape of creative retouching, opening doors to ideas that go beyond traditional photography. Tasks that once required extensive manual work can now be accelerated, allowing more focus on creative decision making and refinement.
EY billboard was a retouching job for a consulting firm combining CGI elements with stock imagery and vector graphics. The brief was simple, to create an advert representing EY progressive and forward thinking services, emphasising taking the leap from 'old' to 'new'. For this purpose an old track was selected transforming into a futuristic concept truck with a simple half/half design separated by an intricate particle system rendered in Houdini.
The first stage was to create a rough mock-up, consisting of all the supplied elements with a design copy overlay. Making sure the composition works and the text is legible. After client sign off the work began on the final image.
Once the concept was approved and the client was happy with the direction, it was time to marry the two images together. The stock image with old truck was used to established perspective and the best future truck was chosen to match the perspective. After upscaling chosen frame with Topaz AI, there were few tweaks needed to merge both trucks together and ensure continuity.
After correcting the perspective it was time to dive into more detailed retouching. All the main areas of work are highlighted in red below. The sky needed extending with slight twilight boost. Emphasising sun highlight on truck and darkening the side in preparation for the advert text. Shadow needed to be moved down slightly so it won't interfere with the text on the final image, simplifying road and removing tire bevel. Darkening the mountains in the distance and over grade to ensure cohesion.
The final result was a clear and cohesive image of two halves working together in harmony. The particles were rendered in Houdini and comped in. After couple of print proofs rounds ensuring it matches the intended design, colours and content the final cropped banner was printed measuring 3 meters wide.
Move the slider to reveal the transformation. From raw capture to final image.
