Who we are
At Chilli Pepper Designs, we know how important it is for brands to have great imagery. A picture tells a thousand words, and this is especially true when marketing furniture in a competitive industry, as we know only too well!
Founder of Chilli Pepper Designs
Chilli Pepper Designs’ founder and owner, Neil Buckley-Jensen, is an experienced furniture designer and manufacturer. Having witnessed first-hand the challenges of producing high-quality furniture photography in an economical and reliable way, Neil decided to establish Chilli Pepper Designs. His goal was to create realistic CGI that would enhance the marketing strategy for his furniture. Based on his own success, and combining his expertise in furniture design and visual merchandising, Neil began helping others benefit from CGI imagery, leading to the creation of our visualisation studio.
To get to know our company and a bit about us, who better to interrogate than Neil to share his story and the evolution of Chilli Pepper Designs!
When did you first encounter CGI in the furniture industry, and how did you go on to use it in your own business?
Approximately twelve years ago, we started Little Tree Furniture and hired a PR firm to help establish our brand. Due to our lack of quality marketing images, they suggested using computer-generated imagery (CGI). However, CGI was too expensive and of poor quality, so we opted for traditional photoshoots, which were time-consuming and costly.
Ten years later, during the initial lockdown, Indesign Furniture, our parent company, struggled with obtaining photographs due to social distancing. Remembering our earlier CGI discussions, we revisited the idea. Despite technological advancements, the costs remained high, and quality varied amongs CGI firms.
We tried several firms in different countries but faced challenges with pricing, time, involvement, and understanding of our brand. Consequently, I started Chilli Pepper Designs to fulfil our CGI needs. Since then, we’ve achieved superior imagery at a reduced cost and time compared with traditional photoshoots.
What did setting up that service entail?
I had to learn the technical aspects of developing images, including understanding software requirements and finding skilled CGI artists. Initially, I bought the best PC and software available and hired a CGI artist. Together, we figured out the entire process, from scene design to the final creation. After working day and night, we succeeded and expanded our team by hiring more CGI artists, interior designers, admin support, and modellers. Our hard work paid off as we were able to take on more complex projects and deliver high-quality visuals. Within a year, Chilli Pepper Designs moved to larger offices three times to accommodate our growing staff. I’m proud to say that we started by fulfilling our own imaging needs, and we now supply CGI images to some of the largest furniture brands in the world, establishing a reputation for excellence within the industry.
Who were your first clients, and what did those projects look like?
Chilli Pepper Designs’ first client was in fact me! At Indesign Furniture we had so many newly designed products coming through for our distributors in New Zealand, the US and Canada, and no way of getting photography. In essence, I was my own customer for the first four months – in which, as a new start-up company, we really learned what a furniture company needs in terms of CGI.
We understood what we needed as a client, and how we wanted it presented. Wearing my other hat (Chilli Pepper Designs) we learned the processes we needed to undertake to achieve our image requirements – including scoping a project, planning a layout, relaying concepts, how to best build models, etc. It was like our own little apprenticeship, and a safe place to test and learn.
We got really good very, very quickly. Our team grew from a couple of us to now having nine people in our CGI team. The images we made were supplied to our wholesalers, and with those they were able to sell products from containers before the goods had even landed in their country, by using the images as marketing materials. Very quickly, I recognised CGI as a very powerful tool to promote and sell furniture.
Is there anything you miss about traditional photography?
Absolutely not! Traditional photoshoots were incredibly expensive and required an extensive amount of time for meticulous planning and preparation. They involved organising various aspects such as scouting for the perfect location, coordinating a small army of participants, including stylists, accessorising experts, and managing logistics, not to mention purchasing accessories that wouldn’t serve any other purposes. Additionally, we had to transport the furniture to the location, which often resulted in product damage, and there were instances when the delivery was late. Moreover, the professional photographers were not always available when needed. When photographing products outside, the weather, especially the British weather, wouldn’t always be on our side. The entire process was overwhelming and exhausting, and I do not miss it at all.
Chilli Pepper Designs may be a furniture-focused service, but are you at all inspired by how other sectors employ CGI?
Yes, I am deeply inspired by films, and Toy Story is a prime example. It didn’t just entertain, it revolutionised the way we watch and create films, introducing a new era of animated storytelling through cutting-edge technology. Pixar blended humor, emotion and innovation captivated audiences and set a new standard for what was possible in film. This same sense of innovation can be found in architectural visualisations, where technology transforms the way we interact with spaces. These visualisations bring grand-scale projects to life, allowing us to tour buildings and environments that haven’t even been constructed yet, offering a glimpse into the future before it’s physically realised. Both mediums share the power to bridge the gap between imagination and reality, expanding the boundaries of creativity.
The five most common reasons why people won’t embrace CGI marketing are:
1. “CGI is too costly”
We used to do photoshoots, and what would end up costing around £6000-£8000 now costs a fraction of the price with CGI.
2. “CGI looks fake”
Ask us to forward our CGI portfolio. Pictures can’t lie!
3. “Traditional photoshoots are more authentic”
We make scenes based on whatever you want the CGI scene to be like. We even let you choose the camera angles!
4. “Traditional photoshoots are more tactile, and a nicer process to go through”
Not true. CGI eliminates the time and stress associated with product and lifestyle shots by creating imagery before the product is even made. This allows for more efficient, less stressful, and cheaper promotion of the product without leaving the office.
5. “CGI scenes can’t include accessories and furniture – it’s impossible to create full, real scenes”
We can model anything! We understand the need for a cohesive image to sell all products from a brand, creating a lifestyle and ensuring customers buy all items. Our roots in the furniture industry make us stand out.
How simple is the onboarding process at Chilli Pepper Designs?
It’s really simple. Most clients are sceptical about CGI because they don’t understand it. I spend most of my time talking clients through the process, how it works, what to expect, and making sure they can supply what we need to get started. We will often trial a project for them to gain their confidence, and to show them how simple the CGI process can be.
The client is usually blown away by what they receive. At the same time, the client then sees how little they need to do, can compare the associated time and money savings through using CGI. Seriously, the CGI furniture and interior scenes we create are so good, there really is no reason not to try it.
If you’ve never tried CGI for furniture visualisations – be it product or lifestyle – then, seriously, do. The synergy of having a business in the furniture world and another in the CGI world worked for me. I have no doubt you’ll end up asking yourself why you didn’t do it sooner. The CGI world has moved on, and for furniture needs I think we are leading the pack. Give me a call – if you try it, I bet you’ll never go back!
Contact Neil or a team member to discuss your project or learn more about how we can help your business.
Our Specialities
Take a look at our projects. All of the artwork here has been developed and produced by our team. If you’d like us to tell your story, get in touch and tell us what you need.
Interior CGI
You can use interior design rendering to present a comprehensive display of any interior room or place with the use of interior design visualisation. The final design reflects products, colours, light, and space in our 3D hyperrealistic computer-generated imagery.
Furniture CGI
Draw attention to that striking dining table or cosy corner chair. Use product renderings of your furniture pieces or realistic lifestyle visualisations to set the scene. Change them with a range of materials and textiles.
Commercial CGI
Discover the possibilities of a brand-new commercial or industrial area with exquisitely portrayed property computer graphics. When creating your ideal place, don't skimp on anything. This includes designing offices, shops, kitchens, hotels, and industrial unit settings.
Exterior CGI
Explore ideas to frame your outdoor furniture, create a bespoke outdoor space, showcasing all your different products. You can use a wide range of designs and materials to create a complete mix of buildings, structures, and landscapes with our architectural idea rendering (70).
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