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23/07/2009

Automotive Design Data Goes 'From CAD To Ad'

The BMW Group has contracted Autodesk Consulting to automate the transformation of design data into marketing assets and create photorealistic, animated model of BMW, Mini and Rolls-Royce brand cars.
Autodesk, in cooperation with Mackevision, will convert vehicle data into Autodesk Maya and Autodesk Showcase software files that are ready for animation and rendering.
These photo-real virtual models will be used to create marketing material before the vehicles are actually produced - including TV commercials, brochures and the company's web profile.
Karim Salabi, Autodesk Vice President, Visual Communication Group, said: "Leveraging design data for marketing is revolutionising how the automotive industry advertises in print, on the web and in television commercials.
"Using computer software to generate advertising visualisations allows automotive agencies to market their new vehicles without costly physical prototypes.
"This approach also unlocks new creative potential, empowering advertisers to create compelling art direction that is difficult and very expensive to do with traditional photography," he said.
Together with Mackevision, Autodesk will create more than 240 virtual models of the BMW Group vehicles over the next three years.
Autodesk Consulting will provide Autodesk Creative Bridge services to architect a visual workflow for BMW that leverages their 3D assets to lower production costs, while enhancing creative flexibility.
Mackevision - a company specialising in computer-aided visualisation of vehicle data - will process an extensive design data pipeline under the management of Autodesk's consulting team.
Showcase software, part of the Autodesk solution for Digital Prototyping, helps create accurate, realistic and compelling imagery from 3D CAD data to convey form and create environmental context to communicate brand character.
Autodesk Maya is a powerful, integrated 3D modeling, animation and rendering solution that enables consumer products and automotive manufacturers to incorporate CAD data into engaging product collateral.
Maya is a natural extension of the Autodesk Alias family of products and Autodesk Showcase for creation of advanced rendering and animated visualisations of digital prototypes.
Further information is available at: www.autodesk.com.
(KMcA/BMcc)
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