Photo Agencies News: moofe at Photokina 2010
moofe was founded in response to a growing demand for high quality photography specifically prepared for use in CGI in the advertising and marketing sectors.
Some of the biggest automotive brands in the world have chosen moofe for their image needs, taking advantage of an inspiring and ever-growing collection of imagery, skilfully composed by experienced photographers. They search the world to identify visually stunning locations, then capture them in their entirety to provide the most diverse imagery around. All locations are photographed from a wide range of angles and come complete with a high dynamic range image (HDRI) at the same time. moofe can also be commissioned by a client, who has a location in mind that moofe does not have available, to create a custom moofe shoot, making any location in the world possible.
Co-founders Douglas Fisher and Carl Lyttle, both highly respected and award winning photographers in their own rights, bring to moofe their knowledge of the commercial photography sector spanning the last 30 years. From this experience they have made moofe a source of inspiration and imagery for creative use.
How does moofe work?
Clients seeking imagery for use in a range of media come to moofe for inspiring background imagery to show off computer generated 3D models, for example cars, to their full potential. Every moofe image comes with a high dynamic range image (HDRI), shot at the same time and location as the CG-ready backplate. An HDRI contains extra information to help CG artists accurately reproduce factors that would have been present had the model been placed in the scene in reality, like reflections and lighting. This ensures the resulting image is as authentic and realistic as possible.
Who uses moofe?
Major brands including Audi, BMW, Ford, GM, GMC, Hyundai, Nissan, Toyota and Volvo, have all used moofe imagery in a range of uses including print and press advertising to online media and TV commercials.
moofe is based in Soho, London. www.moofe.com