Genesis G80 Magma Special
A thrilling film, produced in UNREAL, showcasing the technical components and driving capabilities of this unique high-performance vehicle.
Client: Genesis
Task
The Genesis G80 Magma Special is the high-performance limited edition of the G80. Everything from the design to the aerodynamics as well as many technical components were modified to enhance the athletic component of the car.
The task was to create an action-packed film for the world premiere in Dubai. With a twinkle in the eye the film should make the outstanding capabilities of the vehicle with action and suspense à la James Bond tangible.
The challenge: The film production took place in parallel to the development of the actual vehicle.
Implementation
Special cast | The film starts in semi dark. Boston Dynamic robots assemble the final parts of the vehicle. Boston Dynamic, a Hyundai Group subsidiary and the global leader in developing and deploying highly mobile robots, supplied the original data for the robot models Spot and Atlas. The CGI experts of Effekt-Etage than not just animated the robots, they gave them a soul, making them a very special part of the film’s cast.
Racing and crusing | High-speed maneuvers on a racetrack inspired by the Yas Marina Circuit in Abu Dhabi underline the vehicle’s capabilities. As cool-down and contrasting program to the race track, the performance saloon glides in the end along the Meydan Bridge in Dubai towards its world premiere.
Data handling | The final 3D data of the vehicle were only available shortly before the premiere, as it was developed in parallel with the film production.
Thanks to the flexible real-time pipeline of the Effekt-Etage, the data could be seamlessly integrated into the production pipeline and the film then rendered in 4K within a very short time
“Our real-time pipeline once again enabled us to work efficiently. It can handle different 3D data and file formats. This enabled us to create a completely digital film in the shortest possible time. The flexibility and speed of our pipeline opens up new possibilities for film productions in terms of minimal timelines with maximum creative freedom” – says Björn Kowalski, founder of Effekt-Etage.
Result
Ninety seconds of excitement and action. Glowing brake discs and smoking tyres paired with a relaxed “cool down” in the desert. The film sets new benchmarks in CGI production in terms of dramaturgy and efficiency.
In addition, a series of images were produced showing the color and wheel variants of the vehicle.
Genesis GV80 Coupe Concept
Genesis celebrates the world premiere of the “Genesis GV80 Coupe Concept”. In only two weeks, the press material was created based on the digital twin and the real-time engine UNREAL.
Client: Genesis
Task
Established in 2015, automotive luxury brand Genesis presents the GV80 Coupe Concept at the “New York International Auto Show 2023”. The performance-oriented SUV embodies the brand’s “Athletic Elegance” design philosophy and is a statement of intent in design and technology.
In addition to a real photo shoot, a purely digital production for a series of images, as well as a film, was planned for the press kit. The challenge: Creation and production needed to be done within two weeks.
Implementation
“The combination of quality and efficiency is part of our DNA,” says Björn Kowalski, founder of Effekt-Etage. “Creating a dynamic film that takes place in multiple locations and a series of high-resolution images within the given production timeframe is therefore a great opportunity to focus entirely on our DNA.”
Creation and production hand in hand: The locations were defined using mood boards, while the vehicle data provided was integrated into the in-house real-time production pipeline. This way, the animations of the vehicle and the cameras could start seamlessly, while the work on the environments started simultaneously. All production steps were connected in real-time in one production environment. This collaborative setup enables an optimal division of labor with perfect creative direction at the same time. Each step in production can be evaluated at any time within the desired product. Because most of the production took place in real-time, the usual rendering of individual shots was almost completely eliminated during the production process as well as the editing and compositing in the post production. Thanks to real-time technology, all work steps took place in photorealistic quality and the film and images were always available in the current production status.
A revolutionary way of working. It streamlines processes, accelerates workflows, and gives freedom for more creativity.
Result
From the first idea to the final product in two weeks.
All assets were created purely digitally, using modern, collaborative working methods and technologies. Coupled with technical know-how and creative excellence at the highest level, the production underlines the possibilities of contemporary content creation.
SangYup Lee, Senior Vice President and Head of Genesis Design, says: “The GV80 Coupe Concept is an expression of our relentless pursuit of the highest quality, performance, and design”.
The same applies to us in the production of digital media assets.
Digital art for the all new VW Amarok
Development and realization of the pre-launch campaign.
Client: Volkswagen Commercial Vehicles
Task
The second generation of the VW Amarok sets new standards in the pick-up truck segment with innovative technology, a powerful, robust and at the same time elegant design as well as high-quality materials. Accordingly, a new type of product communication had to be developed under the leadership of the Volkswagen Commercial Vehicles Design Department. The aim was to appeal to a broad target group and to highlight the versatile potential of the Amarok as a utility and lifestyle vehicle.
Implementation
Convincing in every detail: the new Amarok is more than the sum of its parts. Based on this guideline, 10 clips were developed that take the viewer on a surprising journey. Starting abstractly and spherically in a macro world of particle simulations, one design highlight and feature is brought into reality for each clip.
One film was published on social media every week, creating a perfect arc of suspense leading up to the world premiere.
Result
The artistic translation of the campaign clearly represents the new self-image of the brand and clearly sets the VW Amarok apart from the competition in terms of communication.
Far beyond the world premiere, the films were used in the press, marketing and events in addition to social media channels. Thanks to this broad distribution, the campaign achieved enormous reach. In combination with the interaction potential, the campain achieved countless shares, likes and views.
We are happy about the enthusiasm triggered by the campaign for the new VW Amarok.
Single Source realtime production for Audi
Audi uses the realtime engine UNREAL for the central provision of all visual content for all touchpoints of a contemporary customer journey.
Client: Audi Business Innovation
Task
With the Unreal-based visualisation pipeline AVP (Automotive Visualization Platform), Audi Business Innovation consistently follows the path of the single source of truth approach. This means, on basis of the digital twin, all digital touchpoints of a contemporary costumer journey are served with content from a central data source. According to the individual purpose and requirements, images and films for design and feature presentation, content on demand and streaming solutions for product visualizer, as well as content for complex layer-based online configurators are generated in a highly automated manner. At the point of sale, the system also offers realtime configurators and individualised driving films.
Implementation
The data-driven visualisation solution is highly automated and modular. Components such as vehicles, animations, environments and lighting of the purely digitally generated assets can be freely combined with each other. This accelerates processes and significantly reduces costs.
Through the ongoing refinement of tools and workflows Effekt-Etage is constantly pushing the boundaries of automation in content production. The development of new software components accelerates this process even further and also allows new types of media assets to be seamlessly integrated into the pipeline.
For the entire model portfolio, Effekt-Etage, as the framework contract partner for “Content Production, Realtime Visualisation and Development”, creates media assets from one central data source for all digital touchpoints.
Result
Modular and highly automated, the Unreal-based pipeline combines the efficiency and quality of an industrial process with the freedom of creative design: Always with the aim of creating unique user experiences in a constantly changing digital environment.
Today the AVP already maps all digital touchpoints of the customer journey and enables enormous potentials for future, innovative customer communication and product experiences.
Contemporary content production for MINI
“Single source of truth” and the digital twin. Guarantee of highly efficient content production for the entire MINI model portfolio to relaunch the digital brand identity.
Client: MINI
Agency: TRACK
Task
MINI is presenting a freshly redesigned model family and is synchronising the start of communication with the relaunch of the digital brand identity. As a result, new visual content was required for the entire product family. This ranged from stills and films to interactive product presentations and configurators. Fresh new looks and innovative interactive product presentations needed to be created alongside the purely technical implementation. A benchmark also needed to be set in terms of production speed and efficiency using a data-driven production approach. All geared towards one goal: taking the brand language to the next level with virtual shoots.
Implementation
All of the content was designed and produced in less than three months. The user journey for each content stream starts with artwork. Design highlights and vehicle features are presented by film as well as in a contemporary way via scroll animations and interactive assets. The user journey then ends with a configurator. With high-resolution 4K visualisations, it offers an opportunity to customise each model however the user wishes with the full depth of configuration options. The user also has the chance via explanatory films to delve deeper into driver assistance systems and digital services that require further explanation.
All of the content is displayed in a device-specific manner and guarantees a stunning presentation in any format. Whether classic 16:9 widescreen for desktop or 1:1 square for mobile and social media.
Result
Seven MINI models, seven individual visual worlds combined by a consistent brand language for all media assets.
The data-driven production method of the “single source of truth” approach paves the way into a new era of content production. It provides space for creativity and allows all media assets to be created quickly and efficiently.
Artworks in 16K resolution with the game engine Unreal
Game engines and real-time renderings are hot topics for generating visual content in product communications. And rightly so—because what engines like Unreal from Epic Games are capable of is unbelievable.
Task
High-quality still-image artwork is just as important a part of an modern customer journey as interactive media that uses real-time 3D. The objective here was to transfer the visual quality of ‘traditional renderings’ to the Unreal game engine in the context of a single-source pipeline. The intended result was to achieve high-resolution, print-ready artwork based on the digital twin, which would match the quality of traditional renderings or shootings.
Implementation
Unreal 4.25 was used together with native real-time lighting based on RTX (real-time raytracing) technology. Standard production methods like baking light and shadows were intentionally not used. The digital twin was optimised used largely automated techniques and given customised materials/shaders. This approach ensures content provision is possible from the system and automated for any variation of the model.
Result
High-quality marketing material at an ultra-high 16K resolution (15,984 × 12,000 pixels). Game engines like Unreal can be used for a lot more than simply interactive real-time games or VR/AR applications. For still images, these engines offer perfectly photorealistic quality – even for ultra-high resolutions. This makes the most of their real-time capabilities, offering rapid results and therefore short production times that maximise the available budget. They can be used as the starting-point for a true, single-source production pipeline that feeds all of the touchpoints in a modern customer journey.
Volkswagen Commercial Vehicles – Perseu 25
Hybrid production of photography and CGI for high-end quality and maximum efficiency.
Task
For the premiere of the new Perseu 25 models in the Brazilian market, several images were to be created for flexible use in sales literature, online and at trade fairs.
Implementation
Image from image databases (stockimages) were combined with 3D models (digital twin) of the trucks. Artworks in an studio environment, dynamic driving scenes and typical local work situations. All efficiently designed in our Berlin office for the Brazilian market.
Result
Not only the result is convincing but also the hybrid production approach. With efficient budgets, product images can be realized with high visual quality, creative content, always up-to-date and customizable.
BMW Unplug and Play
With the Unplug and Play campaign, BMW is breaking new ground in content production. Using CGI, omnichannel-capable content was produced for the entire BMW hybrid family on the basis of modular spots.
Client: BMW AG
Agency: Jung von Matt/Next Alster
Production: BigFish
Task
The short films were specially developed for use on social media channels. The stories, which are only a few seconds long, only appear at the end as advertising for BMW and initially tell a seemingly completely different story. The special feature: the short films were adapted to specific target groups. Using CGI, six different BMW hybrid models were integrated into each film, so that the films are available in six different versions. By that the spot could be used with the right car for the right target group.
Implementation
The visualization of the vehicles was implemented consistently based on the digital twin. The CGI vehicles were seamlessly combined with the filmed footage. What’s special: Many production steps in post-production – like tracking, vehicle lighting, vehicle animation and retouching – were only done once. Pipeline driven in a highly automated manner the various vehicles where integrated into the shots. A large number of film variants could be created in a highly efficient manner.
Result
Target group-specific omnichannel communication produced cost-efficiently and flexibly. Contemporary product communication.
CGI meets fashion
The digital twin as a force for innovation in the fashion industry / CGI fashion: digital end-to-end.
Task
Product visualization based on CAD data has long been the standard approach in the automotive sector. For over 15 years, Effekt-Etage has been helping to develop these standards and fostering innovations based on the ‘digital twin’. Thanks to its expertise in digital product development and CGI visualization, plus the necessary supporting processes, Effekt-Etage has now entered the world of fashion.
Implementation
Photorealistic presentations of complex clothing fits, with lifelike drapery and material appearances form the basis of the transition from real-life shootings to CGI-only productions. In terms of CGI bust photography, the Effekt-Etage production pipeline is already showcasing its advantages, while also accelerating the pace of change in model shoots. Brand-new possibilities are being developed here by the ‘hybrid’ approach, whereby real-life models are paired with digital clothing.
Innovation projects also offer a preview of the next steps for productions to take in CGI fashion. A 3D scan was used to create a digital copy (avatar) of a real-life Hugo Boss model. Dressed with digital clothing based on CAD data and brought to life with motion-capture data, the avatar presents the collection with entirely natural movements — and without a single sample garment actually needing to be produced.
Result
From the initial design sketch to the sample collection and marketing materials: digital end-to-end offers many benefits, extensive synergy effects and new opportunities.
Greater efficiency and cost optimization
» Digital visualization cuts the expense and time involved in producing sample collections.
» Automated production of high-volume imagery for sales and marketing.
Acceleration of time-to-market
» Design workflow is speeded up by digital processes.
» Designs can be digitally tested for both form and function.
» All-digital marketing materials can be created even before the real-world start of production.
» In-season collections can be placed on the market more quickly.
Expansion of services and business segments
» New services for end customers: from CGI fashion configurators to VR and AR.
» Digital fashion as a future market: digital-only fashion for computer games and digital fast fashion.
The inherent advantages of the Effekt-Etage production pipeline are now a prime mover for the continued take-up of the digital twin concept by CGI fashion.
QIDDIYA – Dakar 2020
With 32,000 m² of projection space, the Tuwaiq Escarpment is transformed into one of the world’s largest projection mapping installations.
Client: Qiddiya
Producer: GTV
Task
The Dakar Rally is one of motorsport’s most enduring fixtures. In 2020, this marathon rally was held in Saudi Arabia for the first time in its 42-year history. After twelve challenging stages, the final event was held southwest of Riyadh against the backdrop of the iconic Tuwaiq Escarpment. Alongside concerts and fireworks, the escarpment itself was to be turned into a projection screen for one of the world’s largest-ever projection mapping installations.
Implementation
A high-precision 3D scan of the mountain range plus cutting-edge CGI rendering systems were used to create the technical building blocks for the audiovisual show produced by Peter Göltenboth: a high-speed race that acts as a metaphor for the evolution of human mobility. A total of 84 high-end projectors plus the ingenious integration of onstage screens means that the race takes place on, in and even in front of the mountains. Peter Göltenboth: “You rarely get the chance to produce a really big, multidimensional show like this. And without the expertise, technology and dedicated artists at Effekt-Etage, this would have been impossible in the short space of time available. Of course, we ran simulations of the show in VR during production – but experiencing this kind of setup live is something that’s on a completely different level.” Tewe Pannier Principal Partner GTV adds “This was one of the most challenging projects GTV produced and it couldn’t have been done without Effekt-Etage. Their flexibility, performance and reliability are unmatched.”
Result
A double world-first: the first Dakar in Saudi Arabia and one of the world’s biggest-ever projection mapping installations. A 32,000 m² screen ensured plenty of goosebumps among tens of thousands of spectators attending and countless shares on social media.
