CG-Integrated Web Films with Photorealistic Animations Explore the 2011 Ford Super Duty Engine
Venice, CA & Detroit, MI – (January 26, 2010) – 3D integrated digital production studio Speedshape is in the business of defying physics. The equation? CG-based technology expertise.
Team Detroit called on the talents of Speedshape to contribute to the Powertrain Demos, a series of five CG-integrated technical web films for the 2011 Ford Super Duty truck. Commissioned in conjunction with Fords latest ad campaign via Team Detroit, the web films aim to tell a deeper story about the mechanics of Fords workhorse truck, with CG demos of its new features and enhancements. Led by Speedshape CGI Supervisors Linden Vennard and Roger Prudden, Speedshape created photorealistic animations of the 2011 Ford Super Duty, including all Powertrain/engine components, taking viewers well beyond where any camera could ever maneuver.
To view the Powertrain Demos, please go to: http://www.fordvehicles.com/2011Superduty
Speedshape facilitated the detailed explorations of the Super Dutys signature inner workings by integrating CG elements and live action footage. Each web film features 100% CG vehicles (and trailers) operating in live-action environments – one, even, utilizes a 100% CG environment as all five demos show the versatile Ford Super Duty pulling its load in an array of settings, before seamlessly morphing into uncanny animations of the trucks engine in action. The all-new features highlighted include: 6R Transmission; 6.7L Scorpion Power Stroke® Diesel; Power Take Off; 6.2L V8 Gas Engine; and Center-Mounted Turbocharger.
Speedshape worked closely with the Ford Engineering and Team Detroit to animate the Super Dutys all-new features. Utilizing their in-house automotive pipeline to push through a massive amount of data, Speedshape was able to render the assets efficiently and seamlessly.
The Super Duty customer is a no-nonsense kind of guy, states Daniel Przekop, SVP | Creative Director | Team Detroit. He wants his information concise, beneficial and believable. Speedshape was able to help us create demos that take complicated engineering and make it easy to understand for the layman. And the realism of the renderings adds to the believability of the demonstrations, making the feature claims more impactful. In fact, early analytics show that the Powertrain Demos is the content most accessed and viewed by customers on the Super Duty website.
Speedshape involved Ford Engineering consultation early on in the development of the CG components. This strategy promotes unparalleled emphasis on accuracy.
It was truly a pleasure to be a part of this project, says Speedshape CGI Supervisor Linden Vennard. Working closely with the Ford Engineers and the creative team at Team Detroit enabled this CG-intensive job to go remarkably smooth, especially given our time frame.
Vennard also attributes the success of the CG-intensive job to the creative freedom Speedshape was allotted: Team Detroit allowed us a lot of creative input, which helped us create a very dynamic piece and still tell the Super Duty story, concludes Vennard.
About Speedshape: Digital production studio Speedshape specializes in helming creative content for commercial, broadcast design, interactive and print campaigns for a diverse line-up of clients including AT&T, GM, Knoll, Ford, eTrade, SAAB, Fox Sports, and Michelin, among others. With a production model defined by simplicity, creativity, and flexibility, Speedshape can seamlessly insert creative content into existing campaigns, or come up with a big idea that will leverage all the company strengths into an effective, dynamic, and integrated effort. http://www.speedshape.com
Credits:
Agency: Team Detroit
Producer: Andy Ayrault
Creative Director: Dan Przekop
Associate Creative Director: Barry Cole
Art Buyer: Kim Harris
Copywriter: Peter Levin
Digital Production Studio: SPEEDSHAPE
Account Director: Scott Susalla
Producer: Tina Hynous
CG Supervisor: Linden Vennard