Randon Group innovates by using 3D images and videos to highlight its brands
Randon Group is the largest manufacturer of trailers and semi-trailers in Latin America and one of the largest in the world. For more than 60 years, the company has been manufacturing different types of road equipment including semi-trailers, trailer and truck bodies in the grain, dry cargo, tank, dump, silos, sugar cane, forestry, sider, and van lines, among others.
Located in the south of Brazil, Randon Group today is made of the following companies:
- Randon Implements
- Randon Vehicles
- Master Automotive Systems
- Jost Brasil Automotive Systems
- Suspensys Automotive Systems
- Randon Consórcios
- Randon Bank
Each company of the group is proof that the organization is constantly searching for new opportunities – along with improvements in the transportation sector – by diversifying its portfolio.
The group’s products are globally renowned and, in order to boost brand awareness, in 2017 Randon sought Signia Digital to produce a video that was going to be shown at the largest event in Latin America geared toward the over-the-road cargo transport industry – Fenatran.
Since then, the partnership has grown and Signia has produced numerous videos and images that are now part of the group’s marketing, branding, and communication materials.
In the video presented at Fenatran, Randon Group wanted to show its products in detail, highlighting each of its brands. The result was a four-minute video produced by Signia Digital in 3D. It is currently available in three languages: Portuguese, English, and Spanish.
The video shows a truck on a highway. As the vehicle moves the camera zooms into specific parts showing an x-ray view of each one, thus individually emphasizing each company that makes up Randon Group.
In order for the truck scene to produced using computer graphics, Signia’s artists created a digital treadmill with trees on several different planes. Each plane moves at a different speed while the truck remains stationary.
Since it was also necessary to give the vehicle a sense of movement, to make the wheels turn a “main” wheel was created that went through the process of animation. Then, a link was defined between the matrix wheel and the others. This resulted in the movement of all 16 wheels from the main one that was literally hidden inside the truck.
Digital Production, Real-World Resources
Francisco Deucher was the artist responsible for creating the 3D environment. According to him, to produce the 3D video, they needed to use resources we see in real-world. “To be photorealistic and to try to get closer to reality, we have to use what’s in our world.”
In the case of the video for Randon Group, for the tire rotation, for example, Deucher explains that there needs to be a virtual tire simulating the behavior of an actual tire. “Contrary to popular belief, the tire is not just simply designed. There are calculations that have to be made to define the actual speed of the rotation, the expected effect, among others, ” he explains.
Another example he mentioned was the lighting. According to Deucher, they have to take into consideration and analyze the sun’s position (since it was an outdoor scene during the day), the time of day, the location of the shadows, the materials of the truck, the level of reflection, etc.
“Since our digital productions are impacted by the laws of physics, it’s virtually impossible to distinguish what is real from what is virtual in a scene,” says Deucher.
Because a four-minute video was produced 100% in 3D, one of the concerns was that the video file was going to be too big and take up too much memory space. That is one of the reasons why the treadmill was created.
According to Deucher “With the treadmill feature, even though the video was four minutes long, the space in which the scene ran was small and the number of elements was also smaller. That made the file size smaller. ”
Another challenge was the question of the deadline. When Randon sought Signia, they only had about four weeks until the trade show. “Under normal conditions, it would take more time to develop a video of that complexity, but everyone in our team joined forces to get the material delivered on time and with the expected quality,” says Deucher.
And this was the result:
The video highlights the main product of each of the brands in the group separately. However, several smaller videos can be extracted from it, since the video was produced so that the beginning and the end could be used by each brand.
This proved to be very beneficial for every company involved, because each one of them, could have a version of the video where only their specific product was shown.
The video was such a hit at the industry event that after this project Signia also started to produce photorealistic still images for Randon Group companies’ to use on different marketing materials. They are currently used in brochures, catalogs and in all the advertising campaigns of the brands that make up the conglomerate.
According to Rodrigo Santos, Signia’s New Business Coordinator, “every day, of our artists is working on a different project for one of the companies that make up Randon Group”
Like the videos, the photorealistic images are also produced in 3D, which gives the marketing materials a different look.
Assim como o vídeo, as imagens também são desenvolvidas em 3D, o que dá aos materiais de marketing um fator diferencial.
As for the upcoming projects with Randon Group, according to Rodrigo, a brand new video was just produced and it will be showcased at a railway industry event in the United States.
Project Management | Marcus Vinícius
Technical Prep & 3D Modeling | Cadu Puccini
Animation, Lookdev & 3D Rig | Francisco Deucher Junior
Editing & Finishing | Leonardo Galhardo