Kilakanz uses 3dsmax.
The best result you get when either using a GI (= Global Illumination) render engine (comes with max5/6) or a simple 3-point (colored?) spotlight setup.
Use a wide angle camera to increase the dramatic effect if it is intended for PR material.
A 50mm lens when you want to simulate the human eye (renderings to explain something)
If you present WIP's, then set your model ALWAYS in a mono-chromatic, neutral color. A model shows better its forms this way then an awfully multi-colored one.
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