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Who rendered it better? // The look of revelations

Published by Mr. C

Another season, another round of car launches and another sad realisation that F1 teams aren't very good at marketing their own machinery.

Bless them they try their best, but where the motoring industry leads the field in photo-realistic CG car launches, the pinnacle of motorsport offers up anything but that. This year's first submission comes courtesy of Williams Martini Racing. Pitched as "A first look at the Williams Mercedes FW40", the team offer up a flat and lifeless look at their new challenger.

For comparison, animation company RealtimeUK, this week showed how it could and should be done with a stunning concept piece taking a stab as to what the new McLaren might look like. Featuring imagery that looks good enough to eat, here's what a team of professionals can achieve simply by guesswork.

RealtimeUK also provided a behind the curtain look at the processes they went through and some of the tools they used. Maybe F1 teams could pick up a tip or two before next year.