Signia Digital Develops Images and Videos for the Global Launch of the Motorola G6
Motorola is an electronics company founded in 1928. Headquartered in Schaumburg, Illinois, the company was bought by the internet giant Google in 2011, and three years later, it was acquired by Lenovo. Currently, Motorola mainly manufactures cell phones and tablets, with its products being world renowned for using the Android operating system.
In April 2018, Motorola launched a global campaign to promote its new cellphone model, the MotoG6, and it will soon launch other models as well. To develop promotional images and videos of their new devices, Motorola sought out Signia Digital, a Brazilian company leader in 3D computer renderings and hyper-realistic computer-generated images.
About the Project
Cadu Pucci, Signia’s co-founder and Technology Director, stated that the project to create the images and videos for Motorola started, at the beginning of November of 2017 and wrapped up in the second half of December. According to him: “Since we had a short amount of time to work with, part of the team was exclusively allocated to the Motorola’s project, and at one point, every artist in the staff become involved”.
In less than 2 months Signia Digital created over 300 images, a global video, and various short videos to be used on social media. Every material developed used Computer-Generated Imagery and was developed under Motorola’s guidance.
Known as CGI, Computer-Generated Imagery is widely used in films – the North American film industry is the greatest example of the use of this technique – and thanks to technology advancement, today, it is being widely used in advertising campaigns and product catalogs at a much more affordable price. In many cases, more accessible than traditional photography techniques, they require more equipment, optimal lighting, and scenic locations.
Computer Generated Images allow both images and videos to be created without having the actual product at hand, as was the case with the Motorola project. By not having the physical devices to analyze details such as thickness, screen size, among others, Signia’s artists followed technical documentation, digital samples and the brand’s style and language, always working with the guidance of Motorola.
Based on these materials, and thanks to an advanced technical structure and a team of experts, Signia was able to produce hyper-realistic images of the devices that were 100% accurate, including details that are practically imperceptible by non-technical people.
“One of the benefits of CGI is that we do not need to have the product already manufactured to produce the materials. Because everything is done in computer graphics, we were able to rely solely on instructions from Motorola about the size, thickness, and detail of the product, ” explains Cadu.
For Cadu, in the case of Motorola phones, the biggest challenge was to be able to reproduce what is known as S-pattern. He explains that the manufacturer’s cell phones have micro S-shaped grooves, that are only noticeable only when the light hits the product.
“The client sent us the graphic pattern and told us there was the S-pattern, but at first we thought this was a printed standard. When they sent other photos, we realized that it was something different. After several analyzes of other cell phones manufactured by Motorola that followed the same design pattern, we realized that the S-pattern was a result of how light is absorbed when it hits the cell phone” explains Cadu.
After seeing this, the artists at Signia Digital made calculations in order to be able to reproduce the S-pattern in the images of the devices that would be launched. This was made possible thanks to the CGI technique. “CGI is nothing more than a mathematical reproduction of the physical world. If we are dealing with a material that absorbs light, we have to understand that this material will reproduce an intensity X. This will be shown on every device that appears in the images and videos produced by us because our job is to be true to reality “, emphasizes Cadu.
Check out the video created by Signia used in Motorola’s global marketing campaign: