Marketing & Advertising with Redsdk, by Keith Jeffery, Taylor James Business Development Director

Business HighLight

For marketing and advertising purposes, Taylor James wanted to deliver a 3D real-time model being almost identical to the one designed to produce the CGI animation. Due to a very short time frame (one week), the watch model had to be used "as is" without modifying the original CGI model.

Technical Highlight

This business case illustrates the compact and fast CGI creation workflow offered by Redsdk. The WYSIWYG (What You See Is What You Get) creation mode enabled by Redviewer, the Redsdk plugin for Autodesk® 3dsMax® / VIZ, will be introduced in this document.

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Introduction of the Redsdk customer

Taylor James is a specialist in the production of CGI pictures & animations as well as the digital retouching. Based in London, their customers are the most famous worldwide marketing & communication agencies.

Keith Jeffery has been in the CGI business for more than 15 years, working for various digital studios, before helping to develop the CGI division at Taylor James.

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Edit geometry and animation tracks

"The fact we could retrieve the geometry and the animation tracks as originally designed, saved us a lot of time", said Keith Jeffery. "There are quite a lot of packages around which claim to be able to import/export geometry and animation tracks, but in reality even getting a successful geometry transfer is unusual, for the animation tracks it's a different story."

"The fact Redsdk was integrated to Autodesk® 3dsMax® / VIZ with its Redviewer plugin, offered both productivity gains and the ability to work in an environment we already knew well here at Taylor James."

Watch animation rendering
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Set lighting and shadowing

"Our lighting and texturing artists then setup the model for real-time inside our DCC (Digital Content Creation) application. A real bonus was that as the model used standard materials from Autodesk® 3dsMax®, we did not have to change them at all, the Redviewer plugin made the job simple."

Watch lighting screenshot
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Make a custom shader

"Our first real-time attempts were made on standard 3D cards we had in-house when we made the project. Even then the frame rate was OK, but we wanted more from the hardware in adding more special effects, like glow, to our real-time watch model."

"By luck, I had the opportunity to evaluate one of the first FireGL V7600 from AMD-ATI. The performance was really much greater than we had experienced with the standard graphics card. The current version of the project only uses glow but we are already planning the addition of depth of field to further enhance the presentation, the new graphics card gives us more flexibility."

Watch glow rendering
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Export and play

"Beside the writing of the special glow shader, the use of the CGI workflow proposed by Redsdk is really a piece of cake. I consider we went trough all the steps listed here in a day, and a bit less than a week with the writing of the special effect shader which we will obviously utilize on future projects, (thanks to the Redsdk documentation as well as the Redway3d support team in helping us customizing the shader)."

"Then we had to combine the special real-time effect with the rest of the model. With any other 3D real-time engine it would have been a real problem, but with Redsdk and its shading API, it was relatively simple to combine shaders and do real-time compositing."

Watch export screenshot
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The customer's final word

"Redsdk delivered the documented features and performance after a very short learning curve. In a 3D real-time project, like any other professional project I guess, there are moments where you need support from your supplier. The engineers from Redway3d proved they were available and responsive each time we needed their help" concluded Keith Jeffery, Director of Business Development for Taylor James.

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