Virtual Reality in the Cloud: The Business of On- Demand Asset Creation

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3 Νοε 2013 (πριν από 3 χρόνια και 9 μήνες)

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Virtual Reality in the Cloud: The Business of On
-
Demand Asset Creation

Eric Pinkel
, Product Manager, F_BOX picture s
hooter, Mackevision Corporation

Heiko Wenczel
,

President, Mackevision Corporation




AV3268

Learning Objectives

At the end of this class,
you will be able to:



Understanding how and why Automotive Manufactures are leveraging cloud rendering.



How on demand virtual photo
-
real images are empowering ad
a
gency’s creative workflows.



Basic understanding of Mackevision’s Autodesk cloud visualization
process pipeline.



Understanding of Mackevision cloud b
ased virtual photography studio.


About the Speaker
s

Eric Pinkel

is the Mackevision US product manager for F_BOX picture shooter. He is responsible for
guiding Mackevision’s US F_BOX picture shooters de
velopment, branding, customer relationships and
marketing. Eric holds a BFA in Design and has worked in the field of computer imaging for 15+ years on a
wide range of CGI productions and automotive visualization technologies.

Visit
Eric
‘s blog at:
http://virtual
-
product.squarespace.com/blog/



Email:
eric.pinkel@us.mackevision.com

Linkedin Profile:
http://www.linkedin.com/in/ericpinkel











Virtual Reality in the Cloud: The Business of On
-
Demand Asset Creation


2


Table of Contents

Learning Objectives

................................
................................
................................
................

1

About the Speakers

................................
................................
................................
................

1

Introductions:

................................
................................
................................
.............................

5

Class Introduction

................................
................................
................................
...............

5

Personal Introduction:

................................
................................
................................
.............

5

Mackevision Introduction

................................
................................
................................
........

5

Show Reel Link

................................
................................
....

Error! Bookmark not defined.

Why automotive manufactures invest i
n cloud based virtual vehicles

................................
.........

5

What is Cloud Rendering?

................................
................................
................................
......

6

The Automotive Industry historical relationship with cloud computing
.

................................
....

6

Benefits of cloud rendering to the Automotive Industry

................................
...........................

6

Scalability
................................
................................
................................
............................

6

Speed

................................
................................
................................
................................
.

6

Cost

................................
................................
................................
................................
....

7

Accessibility

................................
................................
................................
........................

7

Security

................................
................................
................................
...............................

7

The automotive industry adapts to the emergence of cloud based single source real
-
time
asset publishing.

................................
................................
................................
.....................

7

Increasing Image Volume

................................
................................
................................
...

8

Increasing digital advertising budgets

................................
................................
.................

8

More Product Variants

................................
................................
................................
........

8

Reduc
ed time to market

................................
................................
................................
......

9

Streamlining asset production

................................
................................
.............................

9

Communication overhead

................................
................................
................................
...

9

Toyota cloud based SSP Real
-
time Use case scenario

................................
......................
10

Virtual Reality in the Cloud: The Business of On
-
Demand Asset Creation


3


SSP virtual vehicles use case scenario

................................
................................
..............
10

Emerging players i
n the photo
-
real cloud rendering market.

................................
..................
11

RTT

................................
................................
................................
................................
....
11

Autodesk

................................
................................
................................
............................
11

M
ackevision

................................
................................
................................
.......................
11

VRED

................................
................................
................................
................................
.
11

Key
-
shot

................................
................................
................................
............................
11

Teamup

................................
................................
................................
.............................
12

Bloom unit.

................................
................................
................................
.........................
12

How on demand virtual photo
-
real images are empowering ad Agency’s creative workflows.

...
12

Marketing Projects

................................
................................
................................
.................
12

Empower the agency creatives

................................
................................
..............................
12



Software in general does not solve problems; it off
ers a platform to work on problems.

13



With the Picture Shooter Service the idea was born that a solution is offered to very
specific everyday tasks without the need to learn software or bec
ome a specialist.

...........
13

Think


Select


Create


Produce


Deliver

................................
................................
.........
13



Concept

................................
................................
................................
......................
13



Select
................................
................................
................................
..........................
13



Create

................................
................................
................................
.........................
13



Produce

................................
................................
................................
......................
13



Deliver

................................
................................
................................
........................
13

Important Factors for Success

................................
................................
...............................
13



Image quality

................................
................................
................................
..............
13



Details

................................
................................
................................
.........................
13



Speed to market

................................
................................
................................
.........
13

Virtual Reality in the Cloud: The Business of On
-
Demand Asset Creation


4




Final Product

................................
................................
................................
...............
13

Post Production Setu
p for Single and Configuration Use

................................
.......................
13

Ordering of the image for Post production

................................
................................
..........
13

Add the Marketing Look (Studio Reflections)

................................
................................
.....
13

Photoshop Assembly and Retouching

................................
................................
................
13

Client Results

................................
................................
................................
.....................
14

Underst
anding Mackevision cloud based virtual photography service.

................................
......
14

High
-
End 3D as a Web Service

................................
................................
..........................
14

Creative and intuitive Scene Setu
p

................................
................................
....................
14

Configurable Virtual Fleet

................................
................................
................................
...
15

Background Library

................................
................................
................................
............
15

Real Im
ages

................................
................................
................................
.......................
15

Basic understanding of Mackevision’s Autodesk cloud visualization process pipeline.

..............
15

How Mackevision is repurposing CA
D assets for Marketing with Autodesk tools

...................
15

Max and Maya Plug
-
in pipelines 3daps built with customization in mind

............................
15

Virtual v
ehicle data preparation

................................
................................
..........................
16

Data clean up

................................
................................
................................
.....................
16

Organizing Data

................................
................................
................................
.................
16

A
nimating Product features

................................
................................
................................
16

Managing Complexity and mass customization (COBA)

................................
....................
16

Photo
-
real lighting, materials and rendering

................................
................................
.......
16

Client approval

................................
................................
................................
...................
16

Quality assurance

................................
................................
................................
..............
16

Upload to the cloud

................................
................................
................................
............
17


Virtual Reality in the Cloud: The Business of On
-
Demand Asset Creation


5



Introduction
s
:

Class Introduction

The emergence of cloud based computing for rendering is changing forever how we approach
creating CG images for product marketing. Today's leading product manufactures are interested
in
how to take advantage of this emerging technology. Our class will explore the advantages of
using cloud rendering and successful real
-
world applications. Discover how our F_BOX picture
shooter team at Mackevision is using 3ds max and Maya in our CG workflo
w to successfully
cloud render hundreds of thousands of images for VW, Mercedes, GM, Audi and Chrysler. I will
be discussing real world client case studies, CG pipelines and successful solutions to this
radical rendering paradigm shift.

Personal Introducti
on
:

Hello
,

thank you for attending
our

class and taking the time to read thru this lecture outline.

I am
excited to share some
of
my

automotive visualization

experience.
I have been working in the
field of CG product visualization for the past 15 years. Cu
rrently, I am the
F_BOX picture
shooter
US
P
roduct
M
anager for Mackevision
’s

cloud
render service
.

In

my role I have

the
exciting opportunity to work with a
n amazing

group of
extraordinary talented

and insanely
creative

individuals

developing
,

deploying an
d supporting
the next
generation

of
real
-
time

cloud
centric photo
-
real visualization.

As US Product Manager
,

I also
have the
privilege

to support our
cloud rendering
automotive and
advertising c
lients listening to their needs,
ensuring the highest
level of

quality and service
. In the past I have worked with Chrysler developing the first virtual
garage, with nPower Software developing 3ds Max CAD translation products, with Autodesk as
a 3ds Max application engineer and
as a CG artist at

Blur Studio.

Mackevis
ion
Introduction

Mackevision was founded in 1994 with its roots in the production of conventional advertising
films. Today, Mackevision employs more than 130 experts and is regarded as one of the world’s
market leaders in the area of 3D visualization, anim
ation, visual effects, and post
-
production for
agencies, film production and industrial clients
. We have offices in Detroit, Stuttgart, Munich,
London, Hamburg and Tokyo.

Why
automotive

manufactures

invest in cloud based virtual vehicles

Large

businesses a
re rapidly adopting n
ew cloud enterprise solutions for finance, construction,
design, and marketing. Today more than eight in ten companies use some form of cloud
solution.

Many large and medium sized
businesses

are moving to the cloud to reduce capital
ex
penditures,
minimize

legacy IT

and reap the benefits of the mobility of global information
exchange at the granular level.

The Automotive
Industry,

a long time enterprise level computing
Virtual Reality in the Cloud: The Business of On
-
Demand Asset Creation


6


market segment
,

is now considering and adopting
cloud
rendering to
ef
ficiently handle the

exploding demand for
photo
-
real virtual vehicles.

What is Cloud Rendering?

Cloud rendering is a
3d

visualization service operated by an offsite computing

datacenter

provider. The software services of the cloud provider typically offer
an interface via web services
in the form of a web page that give artists control of various aspects of the visualization process.
The cloud platforms allows
businesses

to easily scale processing power up or down as needed
and reduce the cost of expensive
computing and networking Infrastructure .


The
Automotive

Industry

historical relationship with

c
loud
computing
.

Due to the complex
global nature
of vehicle
design, manufacturing
,

sales and service

the
Automotive OEMs
were some of the first businesses

to
adopt
centralized
enterprise level

computing. For
e
xample
,

General motors purchased Ro
ss

Perot

s Electric Data systems in
1984 for 2.5 billion dollars and in 1996 GM spun it off as an
independent company
and then
became its largest clients. In 20
0
8 HP pur
chased EDS which became HP enterprise services
,
today,

now
known as
HP
enterprise cloud solutions.

Historically, a
utomotive
manufactures

have leveraged the
ir

massive parallel enterprise
computing power to store
,

simulate and visualize complex design and ma
nufacturing data.

This
makes it easy to understand why the automotive industry would naturally be an early adopter of
cloud visualization platforms
.

Today, a
s the
manufacturing

cycle
shortens time to market and
the
number of media channels increase

t
he OEM
s are
investigating how to

leverage CAD
assets and cloud based enterprise rendering solutions for CGI

asset generation.

Benefits of cloud rendering to the Automotive
I
ndustry


Advances in hardware, rendering engine technology, and
cloud based

front end web

services
have given rise to
real
-
time

interactive
photo real

rendering over the web.
This new technology
wave
provides
the

automotive

industry
multiple advantages of
over
existing CGI pipelines

including
;

scalability, improved speed, reduced costs,
global

stakeholder
accessibility and
increased security.


Scal
a
bility

The cloud based on demand IT infrastructure allows OEMS to scale
p
hoto
-
real visualization
needs to react faster to the demands of business while driving greater operational
efficiencies
.
Man
y OEMS are researching

how
the scalability of
cloud based

real
-
time

rendering
affects the
product life cycle including

d
esign,
engineering
,

manufacturing and marketing.

Speed

Creating
p
hotorealistic CGI rendering of complex manufacturing data has until rec
ently been a
very
time
and compute
consuming process. However
,

w
ith the advent of grid computing and
now cloud computing the same image that took hours can now take seconds. New GPU
architectures and
High performance computing
coprocessors

are now finding
their

way into
Virtual Reality in the Cloud: The Business of On
-
Demand Asset Creation


7


cloud server infrastructures and are defining a new
platform

for high
performance

visualization
.
Automotive manufactures are taking advantage of this revolution and adopting it to produce on
demand
real
-
time

CGI
assets

for internal and exter
nal
stakeholders
.
One
recent example

of this

is Toyota

Europe
. Leveraging
F
uji
tsu’s
new N
Vidia

T
esla
enhanced

Celsius
c620
cloud
server
blade and RTT’s Power H
ouse

real
-
time render,

Toyota is streamlining the
ir

CGI visualization
process to meet the growing

content

demand in its 32
unique

European

markets.


Cost

One of the main

cost
advantages of on
-
demand

cloud based

CGI
rendering

is that it

allow
s

automotive OEM’s

to
invest in

computing

power for rendering when they need it

and reduces
the
necessity
to p
urchase expensive computing infrastructure to meet fluxing visualization
demands
.
In addition, Photo
-
real virtual vehicles

drastically reduce
long costly

product
approv
al
loops between product design,

l
egal and marketing departments.

Accessibility

The clo
ud provides
manufactures

a new
avenue

to connect with its global marketing
stakeholders. Today with on demand
visualization

solutions
approved
global
users at ad
agencies

can log
-
in via
the web and instantly

experience,

interact

and create images

with
the
Brands

approved fully

rendered and lit photo
-
real virtual
product
.



Security

One
question

on
everyone

minds is the security of the cloud?
Automotive manufactures
go to
great
length

to ensure that th
eir

data is safe.
Most
OEM’s CAD
data
is

shared internall
y

within
the
d
esign, engineering and manufacturing groups. To keep the manufacturing information
safeguarded the
vehicle

data is exported out of the main system as a polygonal model to a
m
arketing
v
irtual garage.

When an approved marketing agency needs a v
irtual vehicle for a
marketing campaign they are given access to the
external
virtual vehicle database to download
the model
offsite
. The OEM
currently
monitors

the
vendor’s

vehicle
download
activity but
,

once

it is out of the garage the virtual vehicle us
age is impossible to track.
Leveraging the emerging
cloud security features OEMS can now track and control virtual asset usage at the user level. In
addition
,

providing the

ability to create images of the
virtual

vehicle

via

the web
eliminate
s

the
need to
physically download vehicle data.


The a
utomotive

i
ndustry

adapt
s

to the emergence of cloud based single source
real
-
time asset
publishing
.


Today, single source publishing is emerging as a universal platform for creating a standard to
deliver global CGI a
ssets. Centralized fully configured and certified CGI vehicle assets are
ideally suited to solve OEMS virtual fleet management keeping creation effort low and
quality
consistent
.

Virtual Reality in the Cloud: The Business of On
-
Demand Asset Creation


8


Increasing Image Volume

With
an ever increasing quantity of
CGI assets autom
otive manufactures are always looking for
ways of
managing

quality and accuracy throughout the virtual fleet. Single source publishing is
an effective strategy that allows
the
automotive

industry

to create each photo
-
real vehicle once
maintained in a centr
al location but
,

can be used and distributed as often as required for
different regions and publishing formats.

Increasing digital advertising
budgets

The

explosion of automotive spending in advertising to reach customers thru emerging digital
channels
is

rapidly increasing the need for
p
hoto
-
real vehicle assets.
Borrel and associates
forcast that the automotive industry will spend

30.8 billion dollars for advertising in 2012, a rise
of nearly
14% over last year.
11.9 billion dollars
is earmarked for
onlin
e
a
39% increase over
2011.
By the end of 2012, almost 40 cents of every auto ad dollar

will be spent on digital media
.

This

incredible

growth has
increased
the
demand for

CGI assets and is part due to the
growth of
the
3
D

animation market
.
The research
f
irm

Tech Navio

estimates that by 2014 the global 3D
animation market will surpass $1.5 billion

dollars
.

Also,
Freelance dot com indicates that 3d is
the second fastest growing job in the top 50 growing 64% from 2011 to 2012.

As

the

A
utomotive

industry incr
eases

its

need for CGI content
,

on demand
render
scalability

and low barrier
s

to entry make
Cloud based visualization

more and a
commodity

necessary

for
success
.


More Product Variants

Vehicles are one of the most complex customizable products on the marke
t. Countless
body
styles,

colors, wheels and

mechanical specifications and trim levels allow manufacturers to
target the same car m
odel to different market segments.
OEM’s are quickly

adopting
m
ass
customization which is
emerging
as a new
frontier

in busin
ess for the
manufacturing sector. The
economics of the tremendous increase in variety and customization with a low increase in cost
make a significant impact on the
automotive

industry’s bottom line.

In an attempt to communicate the variety of options to
c
ustomers

almost all
automotive

companies provide
an

interactive configuration system that allows potential
buyers

to

customize
and order their own vehicle build. These vehicle configurators are available to the public at the
showroom, web and on their mobi
le devices.

These
types

of systems require tens of thousands
o
f images.
The massive
number

of

images required for productions of this
m
agnitude is

not
achievable thru traditional photography
but
,

instead require
a
new
content creation
methodology
.

The expa
ndability and on demand

scalability of cloud rendering is a perfect match
for the content demand

of web configurators
.

An example of this can be seen on the VW Online
configurator
. In

June

of 2011 VW

of America was faced with the task of generating a 360
degree fly around animation of every combination of every vehicle in the US VW
fleet.
Using
Virtual Reality in the Cloud: The Business of On
-
Demand Asset Creation


9


Mackevision F_BOX picture shooter online render service the marketing team was able to log
-
in

and

quickly

produce over 40,000 images for their configurator project.

R
educe
d

time to market

To

c
ompound

the situation the explosive demand fo
r

c
ontent is being squeezed into a smaller
and smaller
timeframe
.

In an effort t
o increase
sales lead time product manufactures now
require marketing and sales
content to be produced
much earlier in the products life cycle. In
many cases the vehicles have not even reached the manufacturing phase so few if any physical
vehicles are available for photography.
Single source v
irtual fleets provide the
a
utomotive OEM
the ability to instantl
y globally distribute customizable vehicle content imagery
for aggressively
timed local marketing campaigns.


Streamlin
ing
asset
production

Diverse CGI technologies and the varied marketing requirements of different stakeholders
require organizations to c
ommunicate in multiple ways. To date, maintaining the same virtual
vehicle in multiple files is inefficient, expensive, and error
-
prone. The configuration embedded in
each vehicle file to control the way information is displayed is complex and typically

an
d

not
easily repurposed. A different CGI expert with specialized 3d knowledge is often needed by the
OEMS agency’s to prepare each variation.

C
ommunication overhead

On demand virtual assets also reduce costs associated with lengthy product approval cycles

by
drastically reducing communication

cycles

between the internal and external stakeholders.
Making sure that each CGI rendering is product approved is currently one of the most frustrating
time consuming
components

of using CGI for marketing. Currently t
here are three
types

of
automotive visualization that happen within the OEM durin
g the life cycle of the product

d
esign,
engineering and marketing. Until recently design and
engineering

have shared the virtual
vehicle
throughout

the
manufacturing

process.
Now
,

as OEMS repurpose CAD data for
marketing new processes have been implemented to ensure the accuracy of each CGI image at
the granular level. Since much of the marketing CG
I

is being created so early in the product life
many parts of the vehicles confi
guration are still not approved by

the brand and product
manager causing costly delays in the marketing effort. The two slides below contrast the
current CGI approval workflow and the
emerging

single point publishing model.


Virtual Reality in the Cloud: The Business of On
-
Demand Asset Creation


10





As you can see the single
source

publishing methodology streamlines time to market by
introducing

a Sign off on the virtual model at the early on and instant updates to all stakeholders
significantly
reduces

costs and time to market.

Toyota cloud based SSP Real
-
time Use case
scenar
io

In a presentation in May of this year Toyotas
senior Manager of
European

asset management
and Publications Karen Peeters and Senior Project manager CGI Data & process Timo
Winkelbach showed clear
evidence

that
confirmed

that
a
well communicated
s
ign off

process on
the

real
-
time virtual
m
odel
provided significant

contributions to
improved

time to market

when
compared to
traditional

CGI process

in the amount of 3 to 4 weeks per vehicle. In addition
,

they
concluded that a
r
eal
-
time single
source

publishing
unified asset workflow
delivered

an
average

20% cost
savings

over Toyotas existing CGI asset development pipeline.

SSP virtual vehicles use case
scenario

In
June

2011 BBDO UK was hired to produce
multiple

Mercedes
-
Benz

ads for press
publications. In order
to keep costs low and maintain high quality BBDO opted to access the
Mercedes Photo
-
real virtual fleet
thru

Mackevision

s F_BOX picture shooter.
BBDO
Artists and
compositors

we
re able to log
-
into visualization

system configure the vehicles for the local
Virtual Reality in the Cloud: The Business of On
-
Demand Asset Creation


11


ma
rket,

upload
local background images,
position

the
vehicle

and camera and create high
quality marketing and sales assets
with little or no 3d knowledge
.

Emerging players in the photo
-
real cloud rendering market.

The growing need for single
source

CGI publi
shing has created a handful of
companies

that are
developing and implementing
on

demand real
-
time

photo
-
real cloud
rendering

platforms.


RTT


A

longtime

leader in automotive
visualization

RTT recently announced
its

Power

House real
-
time server. Powered by
the Iray render this high
-
end 3d service

currently

offers

Toyota and
Nissan
on demand CGI vehicle
resources for the European market.


Autodesk

Last year Autodesk released Its Autodesk 360
cloud rendering service. Based on a new
rendering engine optimized
for AEC workflows Autodesk 360 is providing Revit and
AutoCAD

users with a new high quality web based rendering service.


Mackevision

Mackevision

a global leader in product
visualization

released it F_BOX picture shooter cloud
rendering
service
almost 5 ye
ars ago. Running on the Vray render engine the
Mackevision

real
-
time

photo
-
real web rendering service is the most robust and experienced
virtual vehicle
platform on the market. The system is host to
multiple

automotive fleets
including,

Mercedes
,
VW, BMW a
nd Chrysler

and has
the proven output of millions of high quality CGI image assets.


VRED

An emerging VR and visualization software development company VRED recently released
Vserver its
real
-
time

photo
-
real online product configurator.
Rendering

with
its

proprietary
real
-
time

rendering engine VRED offers a high quality
virtual product solution.


Key
-
shot

Keyshot
,

The developers of the Luxion render engine
,

recently announced the launch of LuST
it

s real
-
time rendering
web service
. Built on
a
scalable
cloud

render server model
,

LuSt is
providing
Manufactures designers

and
a
d
agency’s

creatives

an

on demand high
-
quality

CGI
images

from virtual products.


Virtual Reality in the Cloud: The Business of On
-
Demand Asset Creation


12


Team
up

Another
emerging real
-
time

rendering
cloud platform provider is Team
up. Using
its

new Multi
-
Optics
rendering technology
,

Team
up i
s providing a web enabled multi
-
platform
collaborative

real
-
time

cloud service that is designed to create and share amazing
virtual
CGI
product
assets.


Bloom
unit
.

Bloom unit
recently announced its sketch up AEC real
-
time
col
laborative

rendering service. Built
on the foundation of the Mental
I
mages
R
eality
S
erver Bloom unit provides a proven cloud
enabled platform capable of creating a
nd
distributing

interactive high

quality photo
-
real
architectural images to
collaborating

Arc
hitects

and interior
designers
.

How on demand virtual photo
-
real images are empowering ad Agency’s
creative workflows.

To create assets in very short production times, as well as, having several locations working
unconnected to each other but still produci
ng the same quality, all parts of the process need to
be predefined.

Set correctly even untrained partners could produce within that pipeline. When the goal shifts
from single images to configuration content and then to motion configuration content, the
pipeline needs to be as modular and solid as possible.

Marketing Projects



short time lines: 2 weeks to 3 month



last minute changes of product up until delivery



creative planning and flexibility in a constant changing environment



product info and data not
easily available



high amount of unknowns at project start



very defined perspective of quality


Empower the agency creatives


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13




Software in general does not solve problems; it offers a platform to work on
problems.



With the Picture Shooter Service the idea wa
s born that a solution is offered to very
specific everyday tasks without the need to learn software or become a specialist.

Think


Select


Create


Produce


Deliver



Concept



Select



Create



Produce



Deliver

Important Factors for Success



I
mage quality



D
etai
ls



S
peed to market



Final Product


Po
st Production Setup for Single
and Configuration Use

Ordering of the image for Post production

To get the image in the final resolution and image quality, enter the order dialog and chose the
current perspective. In the
option chose the size (2K) according to your image resolution. Also
order all additional retouching layers you might need to create the final look: alpha, shadow,
reflection, refraction, etc…

Add the Marketing Look (Studio Reflections)

To highlight the sha
pe of the car it is useful to order additional renderings in studio
environments. In this case we will add white room reflections and a mirror image for the
reflective ground. Choose the white room grey and the dark floor environment to order the sam
e
pers
pective in these settings
.

Photoshop Assembly and Retouching

Use the mask layers and the exposure control to boost details like the headlights or rims. Also
use the mask layers for color corrections and to add the additional highlights of the secondary
Virtual Reality in the Cloud: The Business of On
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14


ren
ders. Add the reflection from the dark floor environment. From here it is the usual process
according to art direction and retouching to achieve the final look

Client Results

Understanding Mackevision cloud based virtual photography
service
.


F_BOX picture

shooter Virtual Photography Service provides the ultimate synergy between
creatives and manufacturers, seamlessly integrating next
-
generation
CGI

content creation tools
with a centrally controlled, cost effective global
CGI

product management solution.

F_
BOX picture shooter’s secure cloud
CGI

rendering service empowers manufacturers with a
systematic, high
-
volume, single
-
source publishing approach to control and distribute render
-
ready
CGI

assets. It connects business with an experienced strategic visualiz
ation partner to
ensure current global product accuracy and exceptional visual standards across all product
lines. The system’s innovative methodology is constructed to improve
CGI

time to market,
radically reduce cost per image and provide a solid foundat
ion for predictable budget controls
over
CGI

asset production.

The web
-
based Picture Shooter Virtual Photography Studio provides the secure creative bridge
between product management teams and creative teams.
It’s

easy
-
to
-
use interface is the
optimum
CGI

c
ontent creation collaborative environment; requiring neither special training nor
equipment to create high
-
quality, photo
-
real product images. Mackevision’s partnership with the
world’s leading
CGI

photographic libraries ensures that
clients

have instant a
ccess to wide
range of background location content for virtually any
CGI

asset. Picture Shooter Virtual Studio
empowers users with the unparalleled creative freedom to interactively art direct a product’s
visual style from any web
-
enabled device, anywhere
in the world, allowing creative teams to go
from concept to accurate professional
CGI

product image in less than 24 hours.

High
-
End 3D as a Web Service

Mackevison F_BOX picture shooter is a
cloud

enabled
single point publishing
product
visualization platfo
rm that provides manufactures and
creative global

24/7
availability to

scalable

photo
-
real on demand
product asset creation.

Creative and intuitive
Scene Setup

The simplicity of the Picture Shooter interface
combined with its real
-
time feedback

is

intended

to
accelerate 3d

visual communication and decisions

of creative

users with limited
CGI
experience

enabling them to quickly produce

high
-
quality
product

image
assets.
The low barrier
of entry allows users to easily
select the desired virtual vehicle
,

conne
ct with the real
-
time
engine
and interactively position cameras and products on the virtual set. The addition

of

p
rofessional features like lens control, Lighting control, savable user sessions and animation
provide OEMS the creative control they need for
content creation.

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15


Configurable
Virtual Fleet

The single
source

publishing frame work provides
a
utomotive

OEMS internal and external
stakeholders
an on demand pre
-
launch product approved
configurable
virtual fleet that includes
all colors, trims rims and
accessions.
The Picture Shooter
visualization

platform provides OEMS
with automated mass production of all product
variants

providing the m
aximum flexibility to
produce any global version of the
vehicle

for any local
market
s
web print configur
ator

or
,

Poin
t
of
sale.



Background Library

F_BOX Picture Shooter
provides thousands

of instantly
available

HDRI backgrounds provided
from the
world’s

best
p
hotography

partners
. This enables our customers to quickly search our
database find the right image for their
needs and load it directly into the virtual vehicle scene

to
start composing their final image. It also allows them to easily compare

how different
backgrounds
affect

the
product in the virtual scene. The Picture Shooter platform also
allows
the
user to up
load
their own

image content for a complete customized final product.

Real Images

OEMS require the
highest

level of photo
-
realistic content quality
available
.
Picture

Shooters
real
-
time

frontend provides the user the feedback they need for their creative w
orkflow while the
offline backend is designed to
handle

100
gig pixel

ultra
-
high res images up to 10k and
hundreds

of thousands
to

photo
-
real animated frames. The platform is
intended

to give the
OEMS and their creative agencies
full
access

to
a complete f
eature set

for digital content
creation including Image resolution, image file types, and professional
multi
-
layer

image assets
for 2d post process compositing.


Basic understanding of Mackevision’s Autodesk cloud visualization
process pipeline.

How Mackev
ision
is
repurposing CAD assets for Marketing with Autodesk
tools

The
initial

part of our challenge at Mackevison is capturing the CAD data directly from OEM
PLM system and migrate it to 3ds MAX or Maya. Each OEM has
their own

unique internal
process that
establishes how we begin the migration. One
typical workflow is to translate the
NURBS and solids information to a
polygon

format with
Autodesk
or

an

Autodesk partners CAD
translator. This tessellated data is then imported into either Autodesk 3ds Max or
M
aya.

Max and Maya Plug
-
in
pipelines

3daps built with customization in mind

Autodesk 3ds Max and Maya both provide the
rich

environment
of
tools that our
visualization

engineers

and CGI
artist

to prepare Photo
-
real assets for the cloud. Aside from the
great

price,
invested community and extensive

3d modeling, lighting, animation

and

rendering features
,

o
ne
of the most
compelling

reasons to

adopt these applications for our pipeline is programmable
customization. Like many CGI studios Mackevison started out ve
ry early writing customized
Virtual Reality in the Cloud: The Business of On
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16


features to extend the
functionality

of both applications. Our experienced developers have
written hundreds of scripts and tens of thousands of lines of code that help streamline our
production pipeline and that lay the foundati
on for a
successful

cloud based virtual
product.



Virtual
vehicle

d
ata
preparation

Data clean up

Our
Picture

Shooter visualization
engineers

start by using our custom tools

in 3ds Max and
Maya

to automate any cleanup of the imported vehicle data.
Our
stud
io
t
ools like

the

Kracken
and Normal polic
e preform the
heavy

lifting

of the critical but mind numbing
repetitive

task
associated

with
ultra
-
complex

automotive
CAD

data preparation.

Organizing Data


Once surface normals, vertex operations and duplicate ge
ometry issues have been
dealt

with
ou
r

artist’s

position

the vehicles in the scene and
begin the process of tagging and organizing
the data into a usable
hierarchical

structure.

Animating Product features

After the part
assembly

has been arranges and tags
we import standardized rigs for product
animation. The artists use custom tools to create controllable animated product parts like wheel
turns linking product parts to the rig then animat
ing

the product features.

Managing Complexity and mass customization
(COBA)

Next using the product information from the OEM we configure the vehicles options using COBA
our custom programmable logic controller. COBA is at the heart of our
database organization
pipeline
. COBA is
integrated

directly into
both

max and
Maya

an
d allows artists to interactively
load and unload materials, Geo, lights, shaders and animations in and out of the scene.

Photo
-
real lighting,
materials

and rendering

Once the geo is configured our artists load preconfigured HDR
I
environments

and lighting rigs
and use our custom material exchange script to replace the
CAD

shaders with product OEM
approved
photo
--
real

shaders and materials.
The shaders
,

lights and envvirometns are then
imported into COBA and
t
he artis then
configurs the vehicle

using

a mixture of
real
-
time

rendering and offline rendering to
fine tune the
multitude

p
hoto
-
real scene elements

Client approval

To streamline the approval

process we use scripted cameras and automated pr
ocess

to
generate image portofolios of every major

vehicle option for product approval

and q
uality
assurance

Q
uality assurance

The file is then sent to our lead

quality assurance
Picture Shooter team where every item of the
vehicle is thoroughly inspected and tested for product authenticity and configura
bility.

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17


Upload to the cloud

After QA approves

the vehicle and
environment the virtual vehicle is

exported from Max or Maya
to
a

non
-
Autodesk

product neutral format then uploaded along with the C
OBA

logic to the
centralized

cloud server where it can be
imme
diately

accessed by authorized OEM users.