Toshiba is a household name in consumer electronics, but it’s less well known that they are a leading provider of electronic solutions for business and healthcare. Among their business line are integrated in-store solutions, “futuristic” retail products that are customized for and upgrade the retail experience. The challenge was to visualize products that only exist in the virtual world.
The Frameworks turned to Andric to help them execute a series of complex concepts that spanned pure photography to full CGI and the integration of both. The job required Andric to develop a very modern visual language that was consistent across photography, CGI, and built and CGI environments with the added nuance of communicating the customizability of the products to a retailer’s specific aesthetic. Andric’s refined vision, technical expertise and meticulous execution delivered a series of images that bring a sophisticated creative vision to life seamlessly across photography to full CGI.