FURNITURE TODAY
Ty Andrews and Johnny Davis head in to the World Market Center in Las Vegas, NV.
Speed, flexibility, realism? This product imaging provider says:
‘All of the above’
Spencer Musick // Senior Editor
HIGH POINT — Johnny Davis Digital Solutions (JDDS) has completed its expansion as a fully bi-coastal photography and videography studio, offering fast, high-quality services to home furnishings brands across the U.S.
Company owner Johnny Davis tells Furniture Today that his clients are after product imagery that “pops,” with factors like lighting and texture setting his offering apart from fully digital solutions providers.
“Although the digital renderings have come a long way, the feedback we get from clients is the final product feels fabricated,” he explained. “Most feel the images lack the life of photography. Lighting is what sets us apart. The textures and effects you can achieve with well-placed lighting draws a person into an image.”
The company’s workflow is built around speed and precision. Photos taken at events such as the Las Vegas Market are quickly transmitted to JDD’s headquarters in High Point, where the team retouches and finalizes the images before returning them the next morning.
Rapid turnarounds ensure that clients can access marketing materials quickly, without sacrificing image quality, which he calls a major drawback of AR and AI embedded solutions at present.
“It seems you get very little for the money invested and time it takes to create the images (using digital-only rendering). The size and quality of our images have such a dynamic range and depth, allowing consumers to feel immersed in the shot,” Davis said.
Since the product catalog is central to how brand communicates its identity, he continued, it makes sense to pull out all the stops and go for true realism in imagery that blends traditional photography with modern digital postprocessing.
“There is so much that goes into catalog creation from copy, layout and imagery to draw in the consumer. Basically, a company’s images define the product and brand. Who wants to be known for looking cheap?”