Marketing Horizons, a series in the WVU Marketing Communications Today podcast, is forward-thinking, looking ahead, through the front windshield and beyond, into the marketing future. Marketing Legends, another series in the WVU Marketing Communications Today podcast, features marketing thinkers, innovators, practitioners and founders — legends of the marketing world — who will talk about their careers and share their wisdom with the marketers of today. Hosted by Cyndi Greenglass and Ruth Stevens, these podcast series are dedicated to looking ahead to the new ideas, technologies, tools and strategies that are emerging to help marketers navigate over the marketing horizon.
Episodes
Thursday Apr 18, 2024
Thursday Apr 18, 2024
We chatted with Faruk Heplevent in Hamburg, Germany, a creative leader in the exciting world of automotive marketing. Faruk joined us to discuss CGI-driven strategies in advertising and marketing. Computer-Generated Imagery is often viewed as the “old school” (pre-AI) way of generating graphics and photorealism in industries such as fashion and automotive. These industries have taken the lead in this field, thanks to sizable budgets and a large amount of creativity. But Faruk believes that now even marketers in SMB can try it out.
CGI tools have become more approachable and less expensive thanks to software providers such as Adobe Substance 3D or Turbo Squid (owned by Getty Images). He suggests we use CGI to create digital twins and to rapidly prototype in product development. You may also be surprised to hear why Faruk encourages us to rediscover our 5-year-old selves.
About our Guest:
Faruk Heplevent is a creative force in the automotive marketing industry.
In 1990, he began assisting professional photographers, first with still life and then advancing to advertising and car photography. By 1999, Faruk was working for major car brands, creating stunning visuals to capture the public’s imagination.
In 2007, he founded The Scope—an innovative company that uses cutting-edge CGI technology to create incredible images for vehicle launches and advertisements. Not only did he coin the term CG photography (using computer software to take pictures), but his team recently published Scope City in 2022: a fully computer-generated city-building tool intended to deliver top-notch work on time.
Working for brands like Audi, BMW, Tesla, Li Auto, Nio, Chrysler, Lincoln, Hyundai Genesis VW Renault & Toyota—and earning awards like Cannes Lions along the way—Faruk is an undisputed leader in this field.
When he’s not busy bringing his incredible visions into reality, Faruk loves spending time with his wife and four sons in Hamburg, Germany while making beautiful memories together.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master's degree programs in Marketing Communications.
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