Computer generated images are everywhere in today's society, including company logos, animated mascots, prototypes of products, and special effects in movies. To create a computer rendered 3D image, a computer calculates path of light around a model, which has specific textures, patterns, and translucency, to illuminate the model as the human eye would see it. Computer rendered images excel when it is important to show fine details and relationships in an accurate, photo-realistic way, or when photography might not be possible or cost-effective.

Dynamic Digital Advertising's design process begins with the client supplying material about the shapes to be rendered, such as CAD files, blueprints, and photographs. From this material the designer creates basic models, known as Non-Uniform Rational B-Splines (NURBS). NURBS are an efficient way for a computer to store a complicated 3D shape as mathematical representations of any surface from simple 2D curves to realistic 3D shapes. The 3D model is composed of frames or surfaces on which any kind of texture or pattern can be applied, including degrees of transparency. The designer and client correspond privately via telephone, email, and the web. The client may view the model online in a private folder; a client may offer advice while looking directly at the design without needing to be at Dynamic Digital Advertising in person. The 3D models and animations are then altered according to client input, making the final output the perfect way to catch a customer's eye.