Published on Tuesday, 10 January 2012
The Ford Mustang Customizer is an interactive online website that invites users to design their own
concept muscle car and gives their designs a life outside Ford’s site in social media.
|Online for some years now, the Customizer is a place where users and customers can experiment with combinations of colours, accessories and options in an experience similar to a video game. Once completed, cars can be posted on Facebook where users can enter competition mode to achieve top ranking based on the number of votes their design receives from other participants. Agency Team Detroit awarded Speedshape the job of transforming the car, options and accessories into photoreal assets that capture the imagination of car enthusiasts and draw them into the immersive interactive experience.|
|Speedshape’s VFX team began the project at Ford’s live shoot, where they captured the HDRI environments for the three locations in which the 2012 customizer would reside. They then created all modular elements required to build the full range of trim levels, as well as the hundreds of accessories and options - including wheels, grilles, Ford racing performance parts, factory and custom colours, body kits and graphics.
Speedshape applies an asset management approach to projects of this scale, handling large numbers of assets in a pipeline customized for efficiency. After completing the modelling and preparing data for each of four different models - Mustang V6, GT, Boss 302 and Shelby GT500 - as well as a massive quantity of options, Speedshape gave the assets a photoreal finish to match the lighting and environments captured during the shoot.
“The same photographic quality and lighting values must be maintained for every asset,” Speedshape’s CG Supervisor Mike Ward explained. “Assets and back-plate images have been smoothly integrated for flexibility and to help make the Customizer’s functionality more intuitive. Focussing on the management and maintenance of files, scripts and software makes sure that our scalable assets can be repurposed and integrated, year after year, without running into software or hardware conflicts later on.”
Speedshape provided all of the layered CG assets, 2D smoke and burnout graphics for the website and delivered final layered files for all parts, stripes and decals and delivered it to Firstborn where the live site was developed and programmed.
Speedshape is a CG/VFX, Interactive and stereo 3D Stereo company working for advertising agencies, brands and motion picture clients. The facility launched in Detroit in 2003 and now also works out of in New York, Los Angeles and London. Among Speedshape’s clients are General Electric, Mercedes Benz, Sports Authority, Bosch, Ford Motor Company and Jack Daniels. Their recently launched 3D Film division debuted its services on the movie ‘Spy Kids: All the Time in the World’ and more recently ‘Escape From Planet Earth’ and ‘Piranha 3DD’. www.speedshape.com
Client: Ford Motor Company
Ad Agency: Team Detroit
Project Manager: Chris Steele
CGI Design + Production: Speedshape
CG Supervisor: Mike Ward, Linden Vennard
Technical Director: Jared Tripp
Designer: Josh Hamman, Cory Brent, Rob Braithwaite
Digital Production: Firstborn/NY