By Eric Brian Smith
Working closely with AdJitsu, a separate business unit of Cooliris, XYcubed of Palo Alto created a highly detailed, interactive model for use in AdJitsu’s newest 3D ad. The AdJitsu 3D ad is currently live in Editions by AOL, a personalized daily magazine for iPad. Because the ad downloads in real time, the model design required efficient use of geometry and tightly engineered texture design. This particular car design adds a few extra layers of complexity over standard 3D automotive model design: it is more curvaceous and detailed than most cars and has an unusually large area of glass. To add to the complexity of the project, the detailed interior and structural framing were also a requirement for the ad experience, and needed to be showcased on a separate layer of its own – all while blending with the carmaker’s iconic and impeccable print ads.
Currently the ad can be seen in Editions by AOL.
AdJitsu is the first and only streaming 3D ad platform for iPad; it creates a small and quickly downloadable bundle complete with the 3D model, animation tracks, and surface textures. Unlike traditional 3D engines for the web, AdJitsu requires no plugin download, yet displays a high-performance interactive model that the user can explore, rotate and pinch-zoom into for closer viewing (including camera tilt!). Adding to the experience, the iPad’s accelerometer augments model navigation and rotation control.
After a successful and groundbreaking Samsung Galaxy SII campaign in Europe (modeled also by XYcubed), this campaign is Adjitsu’s first in the US, running in parallel with an equally new 3D ad showing architectural visualization software. Fierce Mobile recently named AdJitsu’s ad for the Samsung Galaxy S II “one of five campaigns changing the game of mobile advertising.”
According to Ben Parr of Mashable.com, “AdJitsu Does What Apple Should Have Done With iAds”.
This project really pushes the limits of mobile advertising, as well as the envelope of what can be streamed quickly to the iPad. Not only did we create a project model that showcases the abilities of Adjitsu’s real-time immersive 3D streaming ad platform, but we also followed the strict guidelines of the carmaker’s quality and design standards. Most products out there have less detail and complexity than this model, so the potential for product advertising is fantastic!
Coming soon in the XYcubed blog: How we “reverse engineered” the automotive model and textured it using a pre-rendered animation as source material (hint: we did not use Autodesk’s new project Photofly).