(January xx, 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 Ford’s latest ad campaign via Team Detroit, the web films aim to tell a deeper story about the about the mechanics of Ford’s 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 Duty’s 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 truck’s 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 Duty’s “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.

Agency: TEAM DETROIT
Producer: ANDY AYRAULT
Creative Director: DAN PRZEKOP
Associate Creative Director: BARRY COLE
Art Buyer: KIM HARRIS
Copywriter: PETER LEVIN

Production Company: SPEEDSHAPE
Account Director: SCOTT SUSALLA
Producer: TINA HYNOUS
CG Supervisor: LINDEN VENNARD

When Sarkissian Mason wanted to blow apart the Mazda Speed3, they knew just where to park their project. Once we had raw vehicle model in hand, we built a perfect replica of the Speed3, then handcrafted each body piece and performance accessory so it could shine on its own. We then built a moody city background that would really show off the fireworks to come. The web video starts with the Speed3 looking fast and deadly, then all of a sudden, the entire car pulls apart to showcase the many performance features and the exciting style points, and then is put back together together with perfection and keeps tearing up the street.

When we were done, all agreed it was complete success. And not just because there weren’t any extra pieces left over, either.

A great printer is judged by whether or not it can produce stunning results on each and every job. We’d like to think that’s how you judge a digital CG firm, too, and the work we pulled off for the HP Photosmart Premium printer definitely supports our contention.

HP’s new web-enabled printer offers a touch screen that opens up new possibilities of what a printer can be, and the application really called for our unique CG abilities. We produced assets that are be every bit as good for video as they are for still shots, and the finished piece really brings the experience to life and makes a strong connection to the viewer.

It turned out so well, in fact, that we’re going to add it to our scrapbook, too.

The Chevy Camaro can go from a sports car to an amusement park ride by simply stomping on the gas. But turning it into a match for laser-shooting giant robots was another thing altogether.

To pull this off, we crafted some beautiful silver on white scenes to run in theaters during the release of “Transformers II” and during the MLB playoffs. The work turned the already attractive Camaro into a veritable “must have” in the consumer’s eyes, and generated a lot of excitement.

Best of all, we have a shiny new toy to show off to our clients and friends.

Team Detroit found a way to fit every Mustang model into one TV spot, and we found a way to make it exciting and memorable. Working alongside the creatives from Team Detroit, we re-used the CG photogrammetry we’d already produced for the Mustang to give this spot a bevy of exciting visuals. The commercial runs through every Mustang version currently available, including the interior and navigation system, and gives buyers all the wheel candy they could ever want.

Better yet, there’s no limit per customer.

Instead, check out the Head & Shoulders site. It’s much safer. You see, Troy is almost as well-known for his voluminous hair as he is for the bone-crunching hits he delivers as an all-pro linebacker for the Pittsburgh Steelers. So after Head & Shoulders signed him to be their spokesman, they looked for ways to maximize his impact. They threw us the project, and we took it deep. The game we put together called “3D Tackling Troy” lets users control the mighty Mr. Palamolu as he wreaks havoc all over a virtual field filled with Head & Shoulders shampoo powerups and tackling dummies.

We’re thankful for two things on this project: that we got to work with Head & Shoulders and Troy Palamolu, and that we never have to see that hair from across a football.

Mazda’s CX-7 came onto the scene and redefined what a small SUV could achieve. In helping to develop the creative work, we feel we redefined what you can expect from a CG digital firm, too.

Once we had the CX-7 assets perfected, they were used in feature-heavy video demos, full 3d CG backgrounds, technical cutaways, and beautiful interior explorations.

It’s always gratifying to have input on multiple executions on a client’s work, and the results show what happens when Speedshape takes a lead role.

Zoom. Sorry, but work this good deserved one more.

We started off by creating a series of riveting HD video teasers from custom car CG and 2D environments, and let the excitement start to build. When the audience started chomping at the bit, we provided design studio Firstborn with edgy, fully realized visuals neatly arranged in stacks and ready to be showcased in the immersive “Community Customizer” web site experience, the strong and pervasive online media campaign, and in the majority of the print collateral.

The customizer was such a hit that over 170,000 user-generated wallpaper designs were submitted in just 6 weeks, which made choosing the images shown here like finding a needle in a haystack.

But there was one more encore for all us on the project to enjoy: the campaign was highlighted at the J.D. Power Catalyst Awards as the “Most Engaging Yahoo! Ad Ever” served to date.

Talk about flexing your marketing muscles.

Ford went all-out with the new Ford Super Duty truck, so we damn well made sure to do the same when we helped Team Detroit put together the web-based demos for this one-of-a-kind truck. First out of the gate was creating HD visuals from the CAD data, an arduous job that we did completely from scratch. As always, we made them incredibly flexible as well, so they can be used in any other type of killer marketing materials.

Each demo starts with compelling running footage, then dives down into the awesome engineering of each component, going inside and explaining why the engineering is flat-out brilliant. We then emerge from the feature demo back into more gripping running footage.

All of this pulled together by the voice of Mike Rowe, the host of Dirty Jobs and a man knows a thing of two about grit, toughness, and sheer will. A staggering amount of work and thought was put into these demos, and we challenge anyone to watch them and not crave this truck.

After viewing the footage, one of the Ford engineers proclaimed them by far the best CG running footage demos ever. Considering the impressive engineering that went into this truck, we can’t think of a better compliment from a better source.

Since the day Jack Daniels bought his whisky business from his preacher friend (true story), this brand has stood to represent the absolute finest sour mash whisky you can find. So we were flattered and downright thrilled that the good folks at Jack Daniel’s got in touch. The challenge was simple but daunting: to create a perfect CG replica of the world-famous Jack Daniel’s bottle.

To ensure perfection, we cut open actual bottles (no, the whisky didn’t go to waste), meticulously scanned them inside and out, and ended up creating the truest glass model anyone has ever seen.

Just like the product, this project was smooth, rewarding, and left a great aftertaste for everyone involved.