La Passione - Lamborghini Countach

For this independent project, we wanted to explore the Lamborghini Countach through a mix of CGI, creative retouching and AI. We started by building the visual direction in CGI, working on the car, background, composition, lighting and overall atmosphere first. From there, we introduced the human element using AI, then brought everything together through retouching to make the different parts feel like they belonged in the same image. That mix is probably the most interesting part of the process for us. We don’t really see CGI, retouching and AI as separate tools. Each one solves a different problem, and knowing how to move between them gives us much more freedom when creating an image. CGI gives us control, AI opens up new possibilities, and retouching is what allows us to connect all those pieces, refine the details and push the final image further.

Creative Process

We approached each image depending on what the shot needed.

For the images without the model, we worked entirely in CGI, giving us full control over the car, camera, lighting and environment.

For the model shots, we used a hybrid approach. Some were a mix of CGI and AI, while others were created mainly with AI and then heavily developed through creative retouching.

Retouching was a key part of the process. AI gave us a strong starting point, but it is rarely perfect. We used retouching to fix imperfections, refine details, bring back definition and make sure every element followed the original art direction.

The goal was never to rely on one tool, but to blend CGI, AI and retouching together to create the final image we had in mind.

Art Direction: Roberto Ideias
CGI & Creative Retouching: Roberto Ideias

Production: Roaction Studio

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