25.07.2014 SSP and CONTENT CREATION MACHINES

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Content Creation Machine

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MACKEVISION

04.02.2014

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TECHNOLOGY AND VISUALIZATION ARE OUR PASSION – PERFECTION OUR QUEST

A pace setter and globally leading supplier of data-based

visualization, animation and visual effects for film, print and

interactive media

Winner of international awards for creativity

Company has a unique CGI pipeline tailored to industrial

demands and international projects

More than 300 creation and industrial product visualization

specialists

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OUR INTERNATIONAL BASES

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CLOSE AT HAND ALL OVER THE WORLD

HEADQUARTERS

Stuttgart, Germany, since 1994

BRANCHES

Munich, Germany, since 2000

Detroit, US, since 2007

London, UK, since 2012

Hamburg, Germany, since 2012

Los Angeles, US, since 2012

Shanghai, China, since 2013

REPRESENTATIVE OFFICES

Tokyo, Japan since 2010

Beijing, China since 2012

Singapore since 2012

Seoul, Korea, since 2013

New York, since 2013

Seoul

More than 300 permanent employees, numerous freelancers and experts work at these bases.

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CUSTOMER PROFILE

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AUTOMOTIVE

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CUSTOMER PROFILE

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CONSUMER PRODUCTS, ARCHITECTURE, LIFESTYLE, PHARMACEUTICALS INDUSTRIES, OEM SUPPLIERS

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CUSTOMER PROFILEAGENCIES

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01. QUALITY

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AWARD WINNING SOLUTIONS - RESULTS 2014 SO FAR…..

2013:

ADC (Art Directors Club Germany):

A bronze pin for the integrated campaign “Volkswagen Golf – One Thing” – Mackevision

realized the integrated webspecial

AUTOMOTIVE BRAND CONTEST:

The “Golf 7 webspecial” is named “winner” in the category “Digital” as well as

The “Mercedes-Benz 360° Driving Experience on iPad”

THE WEBBY AWARDS:

“Volkswagen Golf – One Thing” was nominated for the sought-after Webby Award

WORLDMEDIAFESTIVAL:

intermedia-globe GOLD and intermedia-globe GRAND Award for the “Golf 7 webspecial”,

category “Online advertising”

AUTOVISION

We are pleased having gained an OttoCar in Gold for the “Mercedes-Benz 360° Driving

Experience on iPad”

ANNUAL MULTIMEDIA

Silver for “Mercedes-Benz 360° Driving Experience on iPad”

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01. LATEST AWARD

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PORSCHE 918 SPYDER

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02. COMMUNICATION LANDSCAPE

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BECOMING MORE COMPLEX – AND EVEN MORE THE CUSTOMER CONTRACT

BRAND COMMUNICATION ACROSS ALL

MEDIA WITH CONSISTENT CONTENT

REACHING THE COSTUMER TOUCHPOINTS

BRAND RECOGNITION DEMANDS MORE

CONSISTENT COMMUNICATION

MOVING IMAGES & PICTURES ARE THE

MOST POWERFUL VEHICLE TO STABILIZE

THE BRAND

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02. WHY CG MARKETING IMAGES

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MASSIVE CONTENTS REQUESTS - MARKET DEVLOPMENT

Think Tank

HOW MANY

IMAGES AND VIDEOS

DO YOU NEED TO SELL

A CAR BRAND?

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02. WHY CG MARKETING IMAGES

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MASSIVE CONTENTS REQUESTS - MARKET DEVLOPMENT

before 2000

Broadcast (RF):

10

Catalog:

25-50

Internet:

100

today

Broadcast

(RF/Web):

500

Catalog:

100

Internet:

> 1 Million

tomorrow

Broadcast

(RF/Web):

> 1 Million

Catalog:

?

Internet:

> 10 Million

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03. SINGLE SOURCE PUBLISHING

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BEST PRACTICE FROM THE AUTOMOTIVE INDUSTRY

MARKETS

POSMobile

applications

INTERNET

SPECIAL

MAGAZINES

CONVENTIONS

SHOWROOM

ARGUMENTER / SALES

LITERATURE

VISUALIZER

ADVERTISEMENT

SHOOT GUIDE

PRINCIPLE

SINGLE-SOURCE PUBLISHING (SSP)

Once created – used multiple times

Image content availability:

On all channels

On all devices and on all

customer touch points

Linked simultaneously and intelligently

Managed in one place

Customized for the end customer

Consistent quality

Automatic update

Fast

Cost-efficient

Reliable and secure

WEB COLLABORATION

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03. ENTERPRISE VISUALIZATION

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UNIFIED INFORMATION FLOW

DESIGN MANUFACTURING SALES SERVICES

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03. CONFIGURATION COMPLEXITY

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MASSIVE CONTENTS REQUESTS - MARKET DEVELOPMENT

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03. CONFIGURATION COMPLEXITY MASSIVE CONTENTS REQUESTS - MARKET DEVELOPMENT

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04. GENERAL CG PROCESS – UNTIL NOWTHE BUSINESS OF ON-DEMAND ASSET CREATION

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Ma

rkets

Bra

nd

s3

D M

od

el

Cre

ative

Se

tup

Pro

du

ct

Lo

gic

Prepare Render Deliver

Emotional Pictures

Web-Configurator

Dealer Brochures

Equipment

Coba

Code

Package

Background

LightPerspectives

Staging

CAD-

PartsTesselation

VSEsRenderings

Material

Shading

… and others

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05. USE CASE – THE NEW APPROACH DONE FOR VWVW MATCHMAKER

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3 min web connection

Autodesk Software used for MV pipeline

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05. USE CASESVW MATCHMAKER

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Key Features / Key Message

-ALL CARS CONFIGURED AT SAME TIME

-EVERY IMAGE ON SITE CONFIGURABLE

-CAR SETUP NON LINEAR – SHOPPING BASKET CONCEPT

-CONNECTION TO INVENTORY SYSTEM

-OVER 10 MILLION IMAGE COMBINATIONS IN 5 MONTHS

-PER CAR 88 FULLY CONFIGURABLE FRAMES

-EXTERIOR 360 / 48 FRAMES / CG SHOWROOM / 3K / FULL

CONFIG

-INTERIOR PANO / 6K / FULL CONFIG

-6 HERO ANGLES / 18 BACKGROUNDS / 3K / FULL CONFIG

-24 FEATURE IMAGES / 3K / FULL CONFIG / PLUS CROPS

-20 ENGINES / TECH IMAGES

MORE CONFIGURABLE ASSETS THEN ANY OTHER AUTOMOTIVE

WEBSITE TODAY

Fastest Production Pipeline TODAY

10 million images in 5.5 months – full change of website

most cost efficient setup: 4 web servers

cost per image $1 (Previous was $500 per image)

Autodesk Software used for MV pipeline

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06. CONTENT CREATION MACHINE

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COMPONENT 1: LOGIC

CAD Database

Design

Engineering

Manufacturing

Brand Manager

Product Manager

Marketing

Ad Agency

Legal / Approval

Virtual Garage

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06. VW PROCESS

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COMPONENT III: ASSET PRODUCTION

VW MV

data

enhance

Picture

Shooter

Agencies/

Vendor

production

MV

automated

production

Nuke Post

image &

animation

assets

media

server +

CDN

single use

Web &

POS

market start & global market

productm

ngt

global data

incl. MV info

glocal product

info every market

every single

market library

local to global change pre planned !

all

markets

COBA

local

COBA

with

complete

logic

all markets

COBA

COBA with

complete local

logic

add market by market

Local to global change pre-planned !

COMPONENT I:

LOGIC

30% of the time

COMPONENT II:

ASSET CREATION

30% of the time

COMPONENT III:

ASSET PRODUCTION

30% of the time

VW Virtual

Garage

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06. F_BOX CONFIGURATION BACKBONE

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MANAGEMENT OF CONFIGURATION DATA

Connecting individual usecases

COBA maintains the complete

configuration information about the

product:

F_BOX configuration backbone

(COBA):

Python-Plugins provide interfaces to

various applications.

Complete configuration logic

Material- and Color information

Referencing via part numbers

Open XML-format as output

Simple to use graphical frontend

Maya

Showcase

Nuke

3DS Max

Layer System

… and more

F_BOX Configuration Backbone (COBA)

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06. CONTENT CREATION MACHINE

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ASSET CREATION TIMELINE

Design

Creation

Design

Options

Design

Configurator

Design

RF/Motion

Virtual

Garage

SetupOEM /

Agency

Access

BYO SETUP/

Maintenance

Motion BYO

Training

Material

APP

Creation

Unified Configuration and

Material Information will save

time and redundant work in all

these disciplines

by reducing approval times

alone (30% of every production

is product correctness and

configuration time)

Creative Freedom by faster

image creation through

cloud based access and

setup

Intelligent mass asset

distribution

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06. WEB COLLABORATION - VW

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COMPONENT II: ASSET CREATION

CHOOSE A PRODUCT CONFIGURE A

PRODUCT

SELECT ANGLE SELECT ENVIROMENT FINALIZE LOOK & FEEL TIME TO MARKET

Interactive Photo real 3D web based visualization

Designed for Creative Designer

Professional Background Library

Cloud Rendering

Lighting and Environment Controls

Animation

Globally accessible

24/7 Secure Permissions based system

3 Full Fleets Deployed for 7 years

F_BOX picture shooter

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06. WEB COLLABORATION - VW

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PICTURE SHOOTER

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06. CONTENT CREATION MACHINE

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COMPONENT IV: ASSET DISTRIBUTION

F_BOX media server

Configurable Image Database

COBA Rules Server

Real-Time Image Compositing

Dynamic Post Processes Image Operations

Centralized Control of Content

Use Case: Website, Point of Sale, HMC City, Print, Tradeshows

rule serverreal-time

compositing

post processes

scaling etc.

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07. RECENT EXAMPLES USING MV PIPELINE

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25.07.2014

MACKEVISIONとELSA JAPANの関係

THANK YOU FOR YOUR ATTENTION!

07.016.2014 Mackevision Corporation