CGI

FOR INDUSTRY

eder is the 3D provider of CGI applications for industrial companies. Brand manufacturers particularly use CGI for marketing and product presentation. The resulting demands on 3D visualization differ significantly from those of the film industry. eder has attuned itself to these, making it the perfect partner to industry.
CREATIVE 

VISUALIZATION

Overview

Love at first sight. The image must stick in your mind – straight away. Creative visualization produces advertising motifs which emotionalize the industrial company's product and brand for potential customers, thus stirring up feelings and wishes.



The product and the brand should attract attention and so stick in the customer’s memory. The high level of flexibility involved in creative visualizations gives 3D artists freedom when designing and realizing their tasks. 3D artists in creative visualization often work in cooperation with the art director of an advertising agency, the photographer and the marketing staff at the industrial company. The design-related character is reflected significantly.
CREATIVE 

VISUALIZATION

Facts
  • For the advertising and marketing of their products, the industry requires creative, highly emotionally charged stills

  • The brand manufacturers’ advertising media — websites, social media, advertisements, catalogs, point-of-sale materials — thrive on graphically high-quality images

  • The manufacturer’s brand is oriented towards the target customers using an individual image style

  • The companies want to stand out from the crowd among a sea of advertising by using unusual, attention-drawing motifs

  • CGI enables advertising motifs to be created which cannot be achieved through other techniques, such as photography
CREATIVE 

VISUALIZATION

The Case

Accompanying the launch of the new TG series at IAA 2012, MAN Truck & Bus is at the same time modernizing the visual identity of its brand.



The entire creative concept, main technical realizations as well as comprehensive project management under time critical circumstances were realized within a Full-Service-Package. New dynamic product visualizations are the result for the new marketing campaign - used in the sales literature, on the website, for advertising materials and for social media activities.
CREATIVE 

VISUALIZATION

Breakdown
In the case of the MAN Truck & Bus project shown here, eder were in charge of the entire creative concept including look and mood creations, the design and development of new photo prospects as well as the definitions of the setup, combined with the realization of the main artwork per CGI and photo post productions. The Full-Service-Package were implemented crossmedial and on schedule!
FEATURE 

VISUALIZATION

Overview

Understanding by seeing. No matter whether it is automobiles, fuel cells or drilling machines — modern high-tech products can do more and more, yet they are also becoming increasingly more complex. It often helps when you can clarify the new functions in a technical animation. Industrial companies therefore have increasing need to present their product features using animations.



Well-made animations are often much better suited to clarifying the functions or operation of a technical object than images or words are. The 3D artist’s job here is to understand complex processes while presenting them in a visually appealing way. The 3D artist also works in close contact with the industrial client’s product developers. To create a result with dynamism, didactics and dramaturgy.
FEATURE 

VISUALIZATION

Facts
  • The proportion of moving images in the media is increasing — industrial companies cannot do without them.

  • Many products are becoming more complex today — animations are often better suited to illustrating the functions than images or text are.

  • Operating instructions, training documents, and product demonstrations are better and more quickly understood when prepared as technical animations, and also do not require language skills in our globalized world.

  • The increasing distribution of mobile display hardware (smartphones, tablets, etc.) supports the trend for animated presentation.

  • Using CGI, content can be prepared for stills and animations in a cross-media way — very interesting for industrial companies, who have to operate several communication channels.
FEATURE 

VISUALIZATION

The Case

The world’s largest truck manufacturer, Mercedes Benz, brought the latest generation of its heavy truck range, the “New Actros”, onto the market in 2011.



The novel driver’s cab design represents a revolutionary product in this truck family, and consists of the driver’s area and a “living space” for the driver. These technical functions and the resulting benefits for the driver were to be presented in photo-realistic animations in a visually appealing way. For the functional presentation, including in a web special on the Mercedes Benz website, a mixture of technical visualization and infotainment needed to be created.
FEATURE 

VISUALIZATION

Breakdown
In collaboration with the engineering department at Mercedes Benz Trucks and the companies M.A.R.K. 13 (real film components, editing, sound) and MenzeMedia (web concept), eder was responsible for creating all of the animation in this project. eder took care of the full implementation, from animation design, which included the development and presentation of various concept proposals, through to production of a total of over 25 product animations. Defining the camera flights, the lighting concept, rigging the driver’s cab components — all this required the creativity of the eder 3D artists.
PRODUCT 

VISUALIZATION

Overview

It is often a case of presenting an object exactly as it is. In all of its possible variants and from different perspectives. For product overviews, configurators or price lists, an industrial company often needs to visualize its manufactured products in all possible versions. Product visualization therefore involves the precise reproduction of the product.



The possibility of using CGI to also visually illustrate the range of variants for a technical object with a manageable workload is the great benefit of product visualization. However, only a very well-developed production pipeline makes it possible to also produce a large number of product images economically. Photo-realistic product visualization, workflow management and technical understanding are the factors with which the 3D artist can solve this issue in direct contact with the industrial client.
PRODUCT 

VISUALIZATION

Facts
  • Clients are demanding increasingly more individual products. The number of manufactured product variants is growing and also needs to be advertised and presented.

  • In order to create an image of a product variant through photography, the product variant has to be manufactured beforehand. CGI is often the only economical way of presenting the variety of products.

  • Thanks to electronic media, the consumer is used to being able to see exactly the product variant that he prefers. This means that virtually every industrial company needs a configurator or visualizer for its products.

  • Design approvals, order systems, training documents, legal aspects: even outside of marketing and advertising, there is a variety of reasons why products need to be precisely visualized in industry.

  • Showing the photo-realistic product before it exists physically: that is also only possible for an industrial company using CGI.
PRODUCT 

VISUALIZATION

The Case

Villeroy & Boch: One of the most traditionally rich ceramic and sanitation manufacturers in Germany. But tradition was not enough: in 2011, the product portfolio had to be brought into shape for visualization via electronic media.



The large number of design ranges in the product portfolio of Villeroy & Boch can be better viewed when the customer can also see an image of the item alongside the product descriptions. The task given to eder by Villeroy & Boch therefore comprised the photo-realistic visualization of the whole product portfolio for presentation via digital media and print media. The fact that there were very specific requirements for the modeling of the sanitation products was only mentioned in passing: the ceramic products actually change dimensions during manufacturing!
PRODUCT 

VISUALIZATION

Breakdown

It is often a case of presenting an object exactly as it is. In all of its possible variants and from different perspectives. For product overviews, configurators or price lists, an industrial company often needs to visualize its manufactured products in all possible versions. Product visualization therefore involves the precise reproduction of the product.



The possibility of using CGI to also visually illustrate the range of variants for a technical object with a manageable workload is the great benefit of product visualization. However, only a very well-developed production pipeline makes it possible to also produce a large number of product images economically. Photo-realistic product visualization, workflow management and technical understanding are the factors with which the 3D artist can solve this issue in direct contact with the industrial client.
MODEL 

SUPPLY

Overview

3D composition often begins with the CAD data from our client’s product development. These 3D models are usually not prepared for photo-realistic visualization — this is where our model supply service comes in.



All complex technical products are now designed and developed using CAD. However, these cannot be used one-to-one for the visualization of stills and animations. Our 3D artists create the conditions here for the further CGI process by preparing the client’s 3D model through extensive modeling, de-coring and high-quality texturing. And when intelligent coordination with the customer’s development department keeps a 3D model up-to-date so that it can still be used after changes are made to a product, that’s when things get really interesting.
MODEL 

SUPPLY

Facts
  • High-quality industrial products are largely designed and developed using CAD. However, these are not prepared for 3D visualization.

  • Due to the supply process in industrial production, the model is often not available with all its components and must be completed using modeling.

  • To subsequently present the range of variants for a technical product, e.g. for an automobile, the 3D model has to be suitably prepared in a logic way.

  • In order that the 3D model is always available up-to-date, it must be further developed throughout the product life cycle of the real product.

  • Only in close cooperation with the client’s development department can a 3D model be accurately prepared and maintained.
MODEL 

SUPPLY

The Case

Viano, Marco Polo, Vito, Sprinter – the product families for the vans and light commercial vehicles from Mercedes Benz comprise far more model variants than those of a car line. A challenge for preparing the 3D model data.



Various construction variants, wheelbase lengths and a wide range of equipment options — always having the right 3D model for any required visualization is the task taken on by eder as a model supply provider for Mercedes Benz since 2009. Ensuring that the 3D models created in data prep also correspond to the continuously developing real vehicle is a particular challenge within this task.
MODEL 

SUPPLY

Breakdown
As a source for 3D model data for all marketing applications, this project involving model data preparation for vans and light commercial vehicles is fully integrated into the development process at Mercedes-Benz. Regular meetings with the contact partners from the development department are used for controlling and ensure the further development of the process. An interface programmed by eder ensures that the installation status of individual components matches up in the 3D model and in the real vehicle. A task for really technology-loving 3D artists!
INNOVATIVE 

CONCEPTS

Overview

CGI — the quick and easy way. Brand manufacturers want to sell their product — and the application of 3D and CGI technologies in marketing and other fields has to serve this purpose. In order to support the industrial companies in their processes, it is therefore necessary to take further innovative steps and design suitable 3D applications from scratch.



Software developed by eder itself makes it possible to involve the direct creative decision-makers on the industrial client’s side in the 3D approval process. Database-supported 3D model management means that model data prepared by us does not look old following product changes. Through innovative concepts, it is possible to simplify the use of CGI for communication purposes in the industry and thus deploy it more broadly. After all, selling is difficult enough.
INNOVATIVE 

CONCEPTS

Facts
  • 3D workflows for the industry must be integrated into the process and approval procedure for development and marketing departments.

  • As the 3D applications in the industry develop or repeat in parallel with the product lifecycle, the 3D applications should be oriented and adjusted to this.

  • When looking for innovative media, the latest developments in the 3D and real-time field are also required by marketing departments straight away.

  • There is great demand for innovative CGI concepts which allow staff and clients of industry to control sub-processes within still and animation creation themselves.

INNOVATIVE 

CONCEPTS

The Case

vSHOT – A web-based software application, with which creative decision-makers in industry can create image motifs from 3D models themselves – developed by eder.



Those responsible for marketing in industrial companies and their service providers, such as advertising agencies and photographers, often have no CGI expertise of their own. In order to provide this user group with access to 3D technology, eder has programmed a software application which enables you to created your own CGI stills from 3D models, backplates and HDRI spheres without any in-depth 3D knowledge. The image motifs created in this way can be used straight away and are also suitable as a starting point for further image retouching.
INNOVATIVE 

CONCEPTS

Breakdown
vShot is a 3D software application designed and programmed by eder itself. The user interface and technological processes in the software tool were developed jointly by the 3D artists and media IT specialists at eder. The user can create his/her own image motifs using vSHOT via the steps product selection and configuration, image background selection, product positioning in the motif and rendering. The resulting image is then produced in the preferred resolution, from web quality to high-resolution print quality.