Digital Big Mac Signals the End of Photography
This video of a Big Mac, fries, and soda, starts out like food porn — sumptuous photography, shallow depth of field, etc. — but like in the Matrix, the simulation starts to break down, revealing that the fast food is entirely digitally rendered.
It was easier to make the video using computers than shooting it live. Bruce Branit, of Branit|vfx, wrote: "We used photo modeling techniques from a real photograph of a Big Mac and the the fries. The fry box, Dr. Pepper, ice, bubbles, smoke, straw, environment, etc are all entirely CGI. The real reason to do this spot as CGI was to be able to choreograph the camera move in limited time and budget."
As computing power increases and software improves, we'll reach a point when food styling, cameras, lighting, and more importantly, photographers, won't be necessary any more. Perhaps the initial image will still need to be captured, or fused together using something like Microsoft's Photosynth, but once something — and by "something" we mean "anything" — is digitized at a high enough resolution and with enough three-dimensional information, photography can and likely will be almost entirely replaced by digital rendering.
Or, it's just a fake burger.
Video: McDonald's Versus
[via Horses Think]