SWAY Studio Selects modo for GM
Super Bowl Spot, “Robot”
Proficient
and Powerful Toolset Allows Team to Model Precise, Lifelike CG Robot
San
Mateo, Calif. — Feb. 5, 2007 — Luxology® LLC, an
independent technology company developing next-generation 3D content
creation software, today announced that modo™ was used by Los
Angeles-based SWAY Studio to model an
endearing little robot that comes to life in a :60 General
Motors (GM) spot. Chosen for its precision, efficiency and
artist-friendly toolset, modo was used to model an exact CG
replication of a real-life robot from GM’s assembly line.
“Robot”
debuted during Super Bowl XLI 2007 and chronicles what happens to the
robot after it accidentally drops a bolt while on the assembly line
and is banished from GM company premises.
“The
model for ‘Robot’ needed to be very precise, and because
modeling is one of the first tasks in the production pipeline the
pressure is on to be fast and efficient,” said Robert Glazer,
lead modeler at SWAY Studio. “modo definitely delivered! It has
an amazing user interface design that expedites workflow, and its
robust toolset allows you to attack a project with speed.”
To
accurately create motion not easily achieved by the real-life robot
used during the filming process, SWAY shot basic photography of the
robot in various positions and used modo to create a precise model of
the CG robot that was used for the 3D replication. SWAY’s team
needed to seamlessly integrate the CG robot into footage of the
actual robot that had been filmed on set; therefore it was crucial
that the model, animation, textures and lighting for the robot be
extremely accurate and believable.
“Modeling
something like the GM robot was challenging because all its parts and
pieces have a specific fit and placement that does not always align
to a XYZ work plane,” continued Glaser. “modo is very
proficient because it allowed us to customize our work plane to the
orientation needed on this project.”
The
:60 “Robot” spot debuted during the Super Bowl and can be
viewed online at www.gm.com. Still images from the project are posted
on Luxology’s website at http://www.luxology.com/press/media/.
About
modo
modo
is an innovative 3D modeling, painting and rendering software
designed to accelerate the creation of world-class models, associated
color and normal maps and ultra high-quality renderings. modo’s
modern workflow and advanced toolset easily deliver enhanced
productivity for 3D artists working in game development, film visual
effects, video production, graphic arts and design visualization. A
free 30-day full-featured evaluation version of modo is available for
immediate download from modo3d.com.
About
SWAY Studio
SWAY
Studio is one of the top visual effects shops in North America.
SWAY’s aim is to help advertising agencies eliminate
traditional views of how their products are seen and enable creative
teams to dream big — if
it can be imagined, SWAY can make it happen. There is no limit to
what SWAY can accomplish in a photo-real world. The goal is to sway
the viewer into believing that everything is real with no thought
about effects.
SWAY’s
proprietary software, the SWAY Driving Simulator, has been used to
create stunning visual effects and commercial spots for Chevy, Mazda,
Pontiac, Hyundai, Hummer and Toyota. This software replicates the
performance of any vehicle with complete precision.
Currently
located in Westwood, Calf., SWAY is moving its headquarters to Culver
City. For additional information on SWAY Studio, visit its website
at www.swaystudio.com.
About
Luxology
Based
in San Mateo, Calif., Luxology® LLC is an independent technology
company developing next-generation 3D content creation software that
enhances productivity via artist-friendly tools powered by a modern
underlying architecture. Founded in 2002 by Allen Hastings, Stuart
Ferguson and Brad Peebler, Luxology is home to some of the top 3D
engineering expertise in the industry. More information on Luxology,
its flagship product modo™, a gallery of artists’ images
and the active modo community is available online at www.modo3d.com.
######
©
Copyright
2007 Luxology LLC. modo is a trademark of Luxology LLC.,
in the USA and/or other countries. All products
or brand names mentioned are trademarks or registered
trademarks of their respective holders.
For more information, press only:
Liaison Inc.
Scotti
McGowan, (604) 929-8498, Press
Contact
Reader contact:
Luxology, LLC
1670
South Amphlett Blvd Suite 214
San
Mateo, CA 94402
(650)
378-8506
info@luxology.com
http://www.modo3d.com
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