CASE STUDY |
With an immediate showcase opportunity and patent licence deal to use the Ultrasafe passive needle guard, 9Yards wanted to throw some weight behind these passive product explainers and CGI video demonstrations of how this particular product worked.
The UltraSafe passive needle guard is designed to prevent needle stick injuries in high risk environments - it is small plastic device that a syringe is inserted into and allows the clean needle and drug to be administered in a normal manner - however once you you release the plunger of the syringe - the device retracts the used needle into a safety cage so needlestick events cannot occur.
No CAD data would be available for use to use for any animation so we had to build the device in 3D from scratch. We were given a few units of the real product that we could take apart. This would be most beneficial for close up pictures for reference and CGI modelling guides.
We also received a quick storyboard and written script advice to explain what kind of animation they required for the various video screens that would be used. As an extra and most useful resource we also received CAD drawings of the device, this enabled us to created very accurate 3D model guides and interpretations.
By using the CAD drawings as a primary guide, we had dismantled units at hand to take additional close up images of so we could see the intricacies of the moldings. Being a transparent perspex device it was confusing when parts of the device were in a fully assembled state so having one unit we could dismantle help us examine the internal mold details.
With the 3D model complete, we then had to rig the device with controls that would allow us to replicate how the device worked. This process is the technical aspect of creating control ‘handles’ for the animator - these are normally defined so that the virtual 3D CGI model acts the same way in making the animation as it would in the real world.
Once all the rigging was complete and functionality approved, the shaders and lighting was applied to make the device look as real as possible. The animation was then blocked out and revised with previews to the clients to gain a sign off on the animation.
Hare two examples of development and previsualisation of CGI. These wire-line and shaded examples are sent to the client for approval prior to rendering as they are fast and easy to produce. Corrections can applied to the animation and then resent.
With animation approved, final rendering was completed for the first show. This involved several large displays at key viewing points to garner as much attention to the device as possible. The initial release was branded with a particular drug that was significant to the first event.
To further maximise ROI in the CGI, several high resolution images were made for printed literature that was given away with support information on the device, the animation was also used in an application on tablets being used at the event. The animation was also repurposed so it could be used in an online campaign too.
After this primary event, where the product was tied to a specific drug brand, the animation was re-rendered for alternative branding and licensing opportunities. This functionality was built into the process at the beginning before production started so changing brand and re-rendering the CGI had the smallest possible overhead - thus continuing to build on ROI for all the clients involved.
Shortly after the initial showcase event the animation was rebranded and used for another series of shows. One example can be seen here, this was also multi formatted so it could be deployed on tablet and in online media channels. Currently we are working on further animations of the product.