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3D Printing Used in Lenovo Stop Motion “Goodweird” Campaign

by • March 14, 2016 • No Comments

On the other hand 3D printing is pretty an emerging and relatively new innovation, that does not mean it can’t be utilized to revive classic forms of art and entertainment. Take the Chinese desktop tech company Lenovo, for instance, who are now via 3D printing to advertise a number of their products. The Intel-powered Lenovo YOGA tablets, tabletop PCs, and convertibles are being promoted under the “Goodweird” ad campaign, with a series of stop-motion commercials that primarily uses 3D printed set pieces. The “Goodweird” campaign was created by Lenovo in accordance with their new ‘360° integrated campaign’ approach, under that Lenovo has branching out to a variety of creative agencies and companies to cultivate their vision.

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The ad campaign was created in collaboration between London-based Blinkink director Greg Barth, 3D modeling and printing company Proshop, and the visual special impacts expertise of Framestore VFX, all of whom were connected for the project via the ad agency MullenLowe. The 3D printed set pieces in particular were created and 3D printed by Proshop, who had to create most slightly varied models to complete the seamless stop motion form. In order to attain the tasteful mix of 3D printed stop motion and CGI utilized to promote the Lenovo Yoga tablets, the team utilized two different types of 3D printing materials, one that was smooth, and another that was a bit rougher in texture.

“The 3D printing system utilized two separate materials across the spots – one smooth plastic, another rougher and sandier in texture – and care was taken to store the character on every, to maintain the charm of traditional stop-motion techniques,”said Framestore VFX supervisor Richard Coley.

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Since the 3D printed pieces only measure of 15 centimeters in both width and height, the actual Lenovo products had to be reimagined with the VFX prowess of Framestore VFX, who created CG-based Lenovo products to move throughout the 3D printed set pieces. “[We utilized] cleaned-up CAD data Framestore integrated CG products throughout; with the set pieces measuring only 15cm or so in width and depth,”said Coley. “Using real product was just out of the question.” This produces a one-of-a-kind and aesthetically sound mixture between traditional stop motion animation and visual special impacts, all of that is set on the backdrop of a 3D printed set.

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All in all, the strange combination of art forms and technologies are really fitting for Lenovo’s #Goodweird campaign, that is asking their customers to both submit and vote on videos, image, and text created on Lenovo YOGA products. Check out the different types of 3D print- infutilized Lenovo advertisements at a lower place!

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Tyler Koslow
ABOUT THE AUTHOR

Tyler Koslow

Tyler Koslow is a Brooklyn-based writer for 3D Printing Industry, and has in addition created content for publications and companies such as Dell, Brooklyn Magazine, and Equity Arcade. His content is focutilized on a wide range of topics which include tech, gaming, and music . Tyler is in addition a habitual instrument player, a writer of fiction, and generally all around fun haver. Tyler got a Bachelor’s degree studying English-Creative Writing at the University of Central Florida in 2008.


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