Issue 24

Computer-generated imagery has been at the forefront of technological innovation in the film, TV and advertising industries. Now, it can also create high quality artworks that look like photographs.

“What intrigues me is how CGI (Computer-generated imagery) can create images that almost look like photographs,” says Surachai Puthikulangkura, founder of Illusion, a CGI studio based in Bangkok and the winner of several awards, including the Prime Minister’s Award 2014, Epica 2013, London International Awards 2013, Adfest 2013 and at the Grand Prix Cannes.

“I started my career as a graphic designer after I finished a visual design course in Japan,” explains Puthikulangkura. “What later transformed me into a retoucher was the fact that I wanted to express the images I see in my mind into photographs and [becoming a] retoucher answered that question. Back then, computer and graphic related software were considered new tools that allowed the images to be expressed clearly, and I thought retouching was an interesting career to pursue. I was in the field for 10 years.”

 During that time, Puthikulangkura conducted various studies and research to foretell what would be the future for retouching. “In 1997, I began to think I wanted to start a company that would be able to generate images without using cameras,” he says. “With retouching, you still need a raw image, and then edit it in Photoshop, which is a limitation. You can’t simply create an image with something that didn’t exist in the first place.”

“CGI was mostly used in the film industry, which allows more time for artists to work on their project, which is different to advertising. You are given less time to work on and there is not much you can do with computers either. I’d say new technology is also making CGI much easier for the new generation.”

Illusion, which employs specialised CGI artists and retouchers, started operating in 2001. “It was my intention to run Illusion as a CGI studio but we started as a retoucher studio due to the lack of human resources,” Puthikulangkura explains. “It took me 10 years to train the staff and build a team of competent people. All those years we conducted research and studies to continually develop our skills. It came as a big surprise to the crowd when we won the Grand Prix at Cannes in 2011 for Samsonite’s Heaven and Hell print ad.”

The studio has clients from many countries, as well as representatives in France, the UK, Russia and the US. “This year we are looking to expand more via representatives in Europe, Brazil and more in the US too,” says Surachai.

For Surachai, the numerous awards that Illusion has won serve as an inspiration to continue working hard and striving for success. “What’s more important is the fact that you should keep developing your skills and maintain the standard of your work,” he says. “It also shows that Thailand has many talented and creative artists. What sets Thai artists apart from competitors is that we are very detail-oriented and highly specialised in what we do. In order to compete, you have to stay up-to-date, remain one-step ahead and keep learning.”

For more information, visit www.illusion.co.th
Words by: Manisa Phromsiripranee