Viewpoint Digital Auto Modeling Services Fuel Innovative Car Ads
1 March 2000
Viewpoint Digital Automotive Modeling Services Fuel Innovative Car Commercials
OREM, Utah--March 1, 2000--Component in CG Automobile Advertising
Viewpoint(R) Digital(TM) Inc., (Viewpoint), the worldwide leader in 3D digital content, Wednesday announced that leading advertising agencies and production companies increasingly specify virtual 3D vehicles created by Viewpoint for some of the industry's most innovative automotive commercials.
The latest spots powered by Viewpoint computer-generated (CG) vehicles include the GMC Yukon spot "Morph" and the Ford Focus "Camera" spot, as well as successful commercials for Dodge, Toyota, Cadillac and Volvo.
"In the highly competitive automotive industry, car commercials have to break through the clutter to capture the attention of car buyers.
"Agencies are pulling out all the stops for advertising creativity and believe that a seamless combination of computer-generated cars with live action shots create outstanding visual effects to enhance the brand," explained Walter Noot, vice president of production for Viewpoint Digital.
"The success of our current relationships with BBDO and Saatchi & Saatchi has prompted other key agencies to also use Viewpoint as a strategic modeling resource. They know we'll deliver unmatched automotive realism built to their specifications - and do it within their time frame."
State of the art scanning and digitizing facilities, combined with proprietary modeling techniques and premier client experience, has made Viewpoint the de facto standard for digital car creation.
Additionally, agencies and production companies use Viewpoint's flexible team of experienced modelers as an integrated part of the production process. This process allows producers to manage tight turnaround cycles and budgets while still maintaining creative control.
BBDO Detroit and Viewpoint help create winning formula for Dodge
During the past year, Viewpoint 3D models were used in over 20 commercials created by BBDO Detroit for Dodge, including the recent brand spot "Molecules." BBDO engages some of the best production companies to produce the Dodge spots, and Viewpoint has become part of their successful formula for innovative advertising.
BBDO relies on Viewpoint's custom modeling services for building digital versions of the latest Dodge vehicles from scratch, including the 1999 Dodge Neon, as well as to modify existing car models that have had substantial design changes.
The creative team also relies on the large selection of Viewpoint Catalog models for pre-visualization sequences to help lay out the motion control track, and determine the approximate studio size required to shoot the ad with a specific lens.
This allows the spot's producer and director to obtain any necessary early approvals on choreography and other elements prior to shooting, providing significant time and cost savings.
According to Michael Menlo, senior broadcast producer at BBDO Detroit, "Viewpoint's vast experience with broadcast-quality 3D models and long-standing reputation for quality continue to put them at the top of our list. Over the years, they have become our preferred providers of digital vehicles for our many CG Dodge spots."
Lowe Lintas & Partners engages Viewpoint to jump-start GMC Yukon Superbowl spot
Amid the frenzied competition of Superbowl ads, Lowe Lintas & Partners, NY was challenged to capture the attention of SUV buyers for the newly redesigned and reengineered GMC Yukon XL. Replacing the popular GMC Suburban, the Yukon XL needed to be positioned as a graceful, agile vehicle without losing the tradition of the Suburban.
To launch this new vehicle, Lowe Lintas & Partners envisioned the "old" Suburban transforming into the new GMC Yukon XL in a spot titled "Morph." A Viewpoint Catalog model of the exterior of the 1999 Suburban was already available so Viewpoint completed the CG vehicle by digitizing and modeling the underside and interior.
The Yukon XL, however, needed to be built from the ground up. The Viewpoint team custom-built 3D models of the exterior, underside and interior of the Yukon XL in amazing detail, which allowed producers to feature close-ups and transparent views of the new wheels, brakes and suspension system.
"We had only 30 seconds to make a point; to convey that this beautifully designed and engineered vehicle is built on an impressive heritage," said Erik Iversen of Lowe Lintas & Partners. "Viewpoint's highly-detailed models of both the Suburban and the new Yukon XL gave us the ability to fulfill our creative vision."
Viewpoint enables R&H (LIVE) to stay focused on creativity despite a tight budget and production schedule.
When The Southern California Ford Dealers commissioned an ad campaign to promote the 2000 Ford Focus, they asked for a fun, clever concept that played off the Focus name. Dailey & Associates, LA, the agency chosen to create the spot, knew they wanted to somehow transform the car into a camera.
Well known for adding flash to many commercials, R&H (LIVE), LA was engaged to produce the spot. Challenged with a tight budget and short production schedule, R&H (LIVE) knew that the spot called for CG effects. R&H (LIVE) then called on Viewpoint to create a 3D model of the vehicle.
Viewpoint custom-modeled the exterior of the car to R&H's specifications so that intricate details were built right into the geometry, contributing to the spot's photoreal results and saving considerable production time.
According to John-Mark Austin, director of "Camera" for R&H (LIVE), "When it comes to digitizing vehicles, Viewpoint has been a tremendously valuable asset in our CG arsenal. Our clients are assured of a technically accurate model of their automobile and we can concentrate on getting the action and look just right."
Collaborative effort equals a "Spectacular Reveal" for Toyota Tundra spot
When Saatchi & Saatchi, LA, commissioned Ritts/Hayden, Hollywood, to develop the commercials for the new Toyota Tundra, they wanted the audience to see the truck built from the ground up. Ritts/Hayden engaged a52, who had previously collaborated with Viewpoint on spots for Mazda and Legoland, to produce the visual effects.
Viewpoint was a52's natural choice to create the digital Tundra models. The challenging production schedule and creative concept required Viewpoint to coordinate closely with the various agencies and companies involved. The truck had to be taken apart so the Viewpoint team could digitize individual parts on site, then reassembled for live action shots.
Viewpoint artists then crafted highly efficient 3D models of various parts of the Tundra including its exterior, engine, chassis, transmission, seats, mufflers, bumpers, doors, front and rear suspension, wheels, and more than 100 individual components.
"The Toyota Tundra commercial had to be spectacular," said Susan Thurmond, head of production at a52.
"Since the spot required various components of the truck to fly in and assemble themselves before the viewers' eyes, the CG models not only had to be visually accurate from every angle -- they also had to match live action footage. Viewpoint brought extensive modeling expertise to this project and proved its ongoing value as a collaborative resource."
Beyond Cars
Viewpoint's experience in developing CG elements for car spots has made them the strategic solutions provider of choice for ad agencies and production companies developing a broad range of advertising spots.
In the past year, producers have employed Viewpoint's services and content in numerous television commercials, including spots for 7-Eleven, McDonalds, Nike, Sprint Business Services and Taco Bell.
About Viewpoint Digital
Viewpoint Digital Inc., a wholly-owned subsidiary of Computer Associates International Inc. , publishes the world's largest library of 3D digital content and provides creative modeling services to thousands of customers in entertainment, advertising, visual simulation, computer-based training and online retailing.
Viewpoint's 3D digital solutions are used to create stunning digital effects for films, television programs, advertisements, games and multimedia titles.
The company is also facilitating the widespread use of 3D graphics technology for businesses and consumers through innovative Web visualization and e-commerce solutions. For more information about Viewpoint, visit its Web site at http://www.viewpoint.com.
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