Automotive Archives - Page 12 of 19

Getting back on track

The last few months have been a tumultuous and unprecedented time for all. No one will have gone unaffected, and we are all recovering at our own pace. Businesses have to navigate a world of lockdowns, which makes projects difficult if it requires an international effort, or even any kind of logistical effort. It’s what some are calling the ‘new normal’ and it likely isn’t going anywhere.

It means we all have new challenges to contend with, unlike anything we’ve had to face before. Along with the usual quirks of a project, now there are social distancing requirements and stringent cleaning rotas. And the automotive industry has its own unique issues that we’re all adjusting to.

It’s a stark difference from this time in any year gone by. We would usually be preparing for winter shoots, but it isn’t an option anymore. So, with a few months of working with these restrictions under our belt, how can we manage our operations while still weathering this storm?

New restrictions

Depending on where you are in the world, your country will have its own rules and regulations around how you should handle the pandemic. Here in the UK, that means a three-tier system that affects regions differently and changing government regulations. And these pervade every aspect of our working lives.

If you’re currently working in an office, this might mean desks are spaced apart and only some of the staff are present. Even if you’re working from home, this means there’s a digital wall between staff that might not have been there before.

In the auto market, we face many of the same restrictions. At a dealership, you’ll see desks taped off and perspex screens separating sales associate and customer. In manufacturing facilities, workers have to navigate working with the equipment while avoiding any potential outbreak. And for anyone trying to organise a physical shoot, how do you approach having multiple people on set? Those in TV and film have been isolating their entire staff and working in bubbles, something REALTIME’s own TV and film department has discussed at length.

What we can do is remain optimistic and make the most of the situation. We’ve had to adapt to working from home and learn how to collaborate in a changed world. But most of us have experience of working across borders, so we were more than capable of stepping up to the challenge. For on-set shoots, it gets more complicated, as we mentioned above. It requires some creative thinking to navigate these restrictions and find ways to accomplish your tasks in a digital way rather than a physical one.

Working differently

There are some areas where it’s hard to avoid the changes. Going back to manufacturing facilities, they were definitely affected – UK car manufacturing fell by 99.7% in April. As they opened up, they had to work within the restrictions laid out by the government. It’s all essential but equally slows us down.

We know of many auto brands that have had to cancel live-action shoots as their very feasibility is now in question. Take Mumbai-based photographer Kunal Kelkar, for example, who had to cancel his trip to Tuscany with Lamborghini.

Indeed, spending fell across the board in the advertising industry. Across Europe, it fell by 9% and three of this year’s quarters are expected to feel the brunt even harder than in the 2008 financial crash.

But there is more optimism now than there was only a few months ago. In a recent email to its members, Steve Davies, chief executive of the Advertising Producers Association (APA), spoke of their latest COVID-19 shooting guidelines: “These guidelines are about two things. First and foremost, safety. But secondly, and importantly, demonstrating to clients and agencies that we can manage productions in a way that minimises coronavirus risks and therefore gives them confidence that they can commission productions.”

“[They] will be an important step in giving agencies and their clients confidence that sound guidelines are in place and that with the commitment of APA members to implement them, they can work with APA members to make films.”

While many productions are now showing it can be done, it is deeply complicated and makes you consider whether it is worth it. But it has inspired people to take a novel approach and do what they can from their own home offices. Such as this ad from SKODA made using toy cars. Or this genius one from Dacia.

This situation has shown there really is no limit to our creativity and we can create stunning work under the most dire of circumstances. Other simple alternatives might include touching up old pictures? Or giving them new backgrounds to give them fresh life? You could even focus on shorter, 3-second sweep movies (or other digital services) that can give you some new assets to work with.

The last few months have been hard and they will no doubt continue to challenge us. But we can still stand up to the problem and make the most of it in whatever way we can. Now that we’re back to full-steam (or as close as we can be), we have the skills to improve what we do even more. The stories above, and from other industries, show us there are solutions available. We just have to be willing to find them.

REALTIME is here for all of our clients right now. If you want to share the lessons we’ve both learnt during these last few months, get in touch at [email protected].

How an outsourced CGI partner can add to your in-house team

A great deal of talent exists in the world. Think how much untapped potential exists that we miss out on when we restrict our approach. Many businesses recognise this, leading to a rise in outsourcing as a way to benefit from the plethora of skilled professionals. When polled, people highlighted several reasons why they go that route. It may be to reduce costs (69%) or as a part of their transformation (64%). In a separate study, other reasons given included doing it for the improvement to their service (31%) or to focus on their own core functions (57%).

In this interconnected world, is there an excuse to miss out on the opportunity? It doesn’t have to replace what you already have, but the wealth of specialists out there can effortlessly complement your current automotive operations. Here are three simple qualities you can find in a CG visualisation specialist that could add to and improve your output.

Flexibility

An external company provides you with a great deal of flexibility. For one, they aren’t a constant expense and can be called upon only when you need them. You only pay for what you need and can dip in and out as you please, saving you from hiring any extra staff beyond your current in-house team. It means you can work with another company in the way you want to, taking as much of a lead as you want.

A good CGI partner will be malleable in their approach to your project. They can bring their own expertise to the table and weigh in on any decisions, ultimately providing you with all the information you need to make an educated choice.

You know it’s a great fit when this external specialist fits right into your current operations as if they were there all along. They’ll be in tune with your brand’s aims, goals, look, and feel, perfectly capable of replicating what makes you, you. With an understanding of your car brand, they can deliver something akin to your own in-house team.

A breadth of knowledge

If you find a CG specialist working in multiple fields, you might think they’re spreading themselves too thin. But take the time to look at the quality of their output and see how the different teams complement one another.

Their knowledge in other fields can perfectly transfer to the automotive industry. With this expertise, they can bring skills such as rigging, VFX, soundtrack editing, environment building, shoot management, and cinematography to the table. This can only benefit you, adding artistic value to what is being produced.

A depth of knowledge

Of course, you also want them to have a deep knowledge of the automotive industry. This goes without saying. But it ties into many of our points above. For a company to be flexible, receptive to your brand, and knowledgeable of skills outside of the industry, they need to first have a deep understanding of this sector. They need to be intimately familiar with cars and love them beyond their work.

Above all, they need to know what it means to be ahead of the curve; at the top of their game. Both artistically and technologically, they need to prove why they’re a good fit for you. A love of the industry will be what drives them to deliver their best work.

Outsourcing doesn’t have to be a dirty word, nor does it have to intrude on your current operations. Done right, it builds on what you already have, allowing you to focus your in-house team’s attention where you think it is needed and leave the visualisation work to other professionals. The best projects will draw from both resources, creating a final product that you can be proud of.

REALTIME is dedicated to being the sort of CGI partner that exemplifies all of the above. We work with you to deliver the best work, using our knowledge of the automotive industry – and that of the TV and video game industries – to create cutting-edge solutions. If you would like to find out more, get in touch with me at [email protected].

Operating a consistent global automotive brand

Of all of life’s mod cons, is there one more important than the car? You could argue the television or the plane is a bigger invention, but the car might be the one that has affected the cultural zeitgeist the most. Most of the towns and cities in the world are designed around their existence after all.

As such, every corner of the world has its own approach to the world of automobiles. This means the biggest car manufacturers in the world have to adjust how they approach every country, accounting for their differences in taste while also trying to keep a consistent message.

It can seem like an impossible task; so how do car manufacturers change their approach from country to country? What factors might affect that decision? And what can they do to still keep the same brand image across the globe?

Cars across the world

So how does car culture vary across countries? It used to be, some 15-20 years ago, that each region had its clear preferences. Over in the US, pickup trucks like the Ford F-series were far and away (and still are) the best sellers. Yet over in Europe, they had a liking for smaller diesel hatchbacks. And while prestige in the west was linked to any expensive cars, over in China, a mark of wealth was a big saloon car. And in India, they were mainly interested in models that could cope with the more challenging road surfaces and conditions.

But we live in a much different world now. In a globalised market, with social media giving us a glimpse into life around the world and emissions standards changing for the better, the differences are far less marked.

There has been a shift; pickup trucks are still best sellers in the US but are losing market share; for example, the Honda Civic and Accord were some of the most popular cars for three years in a row. With the dieselgate scandal in Europe, and the political to-and-fro around nitrous oxide emissions, sales of diesel cars have nosedived. Over in China, meanwhile, all manner of cars are doing well, with the deep-pocketed children of the old political elite buying the prestige cars they see across the world. SUVs, in particular, are faring well over there – from big-name brands too, beating out the state-owned manufacturers. And in India, the burgeoning middle classes also want their fair share of western prestige brands. Mercedes-Benz, BMW, and Audi are the top three luxury brands in the country, closely followed by Jaguar Land Rover.

So the lines between countries have blurred. While each location might have its own particular brands, there’s a greater desire for these big, global names. Not to mention the fact everyone is looking at EVs.

It isn’t insular, local culture that drives things anymore; people are aligning with a brand that represents a certain lifestyle as opposed to simply just a type of car. People trust brands. When doing their online research, 74% of consumers turn to branded video content for information. It’s something the savvier car brands are hoping to capitalise on. This presents an issue, though: how can you be a consistent ‘global’ brand?

Maintaining consistency

Somewhere this can trip car brands up is in the marketing. After all, how can manufacturers ensure dealerships around the world are representing your car in the right way? They will be operating in a very local context. If your cars are popular in different regions, you want to make sure it comes across as effectively to your US audience as it does to your European audience as it does to your Indian audience, and so on.

The important part is making sure the car itself comes across in the right way. It can be a limitation of on-location shooting for marketing materials. It might look good on the sun-drenched roads of LA, but will that speak to your audience on the other side of the world? Won’t they want to see it in a context more familiar to them?

That’s why CG imagery and sting movies are being used more and more across global brands like ŠKODA and are proving to be very effective. A CG render of your car can be inserted into any location you wish, be it the streets of Berlin or those of Bangladesh. They work particularly well as bookends to commercials and ensures your car looks the same in every shot. It means everyone across the world sees the car as you intend it to be seen.

Online solutions

It streamlines your marketing efforts; if you set out to convey one key message in your material you can rest assured it will happen in all your target markets. It’s a consistent through-line that keeps your branding on track, especially online. 95% of consumers find their information online when looking at cars, with twice as many people starting their research online versus at a dealership. So you want your online solutions for engagement, brand-building, and configuration to be global in nature.

Globalisation has changed the face of many markets and the automotive sector is no different. Companies have this delicate balancing act of assimilating to cultural differences while maintaining their global image. It’s a fine art but something that can easily be achieved by finding solutions that save you time while putting your best self forward.

At REALTIME, we are proud of the relationships we have with many leading car manufacturers who operate in markets all over the world and we have faced these challenges with them. If you would like to talk about collaborating on a future project, you can reach out to me at [email protected].

Six questions to ask yourself when appointing a CG supplier

The journey of creating a car is a multi-faceted one. There are seemingly countless jobs to check off your list as you approach its launch. One of those is finding a CG supplier who can fit perfectly into your development and work as a cohesive part of your team.

Much like recruiting a new designer or engineer, you can’t underestimate the importance of finding someone who gels with your team. And – just like in that situation – it’s not a decision to take lightly. But how can you be sure they’ll fit in? How does working with an outside company integrate into your ongoing project? Here are six questions to ask yourself when looking at a new CG supplier.

Can they feel your pain?

There are a plethora of CG studios out there. But not all will be the right choice for you. You need someone who understands the automotive industry – the challenges you face and the problems you regularly come up against – something that I’d wager can only come from actually having spent time working on that side of the fence.

If you can establish that they have this direct experience of what it really means to design, develop, launch and then sustain a new car in the sales charts, then your chosen agency will really appreciate your processes, will do a better job of integrating into the overall direction and will be able to address any issues before they even become a problem.

What is their approach to tech?

This is an industry where you need to know how cutting-edge a supplier’s tech is. How can they keep pace with you if their technology isn’t up to scratch?

With the best tech available, they’ll be able to produce the best results for you, the clients. This is something you could see in their case studies or ask them outright about. Ask them to propose a solution to your problem; see if they can come up with something you haven’t.

What is their tech pipeline?

Ask yourself if you want or need visibility of the tech pipeline they use. This ties into the above, giving you confidence in the results they’ll deliver, along with the timescale you’ll be looking at.

Beyond that, it will be useful to know if you plan on working with other third parties. You may need to share assets during a big campaign. Integration into the process is an important factor you need to consider.

Do you know your own requirements?

This requires a bit of introspection. To know what you need from a CG supplier, you actually need to know what you need. Ask yourself what your requirements are in terms of the balance between features, interactivity with what’s going on on-screen, and visual fidelity.

You might find some companies excel in two areas, but not the third. So you may have to prioritise some elements over others. There’s a chance someone out there can do all three, but again, you need to ask yourself if you have the time and costs for them.

How will they tie into your marketing?

As we said at the start, the entire process of releasing a car has a plethora of moving parts. One of which will be your marketing. Your CG supplier can play a role in this part too.

The 3D assets they create would work great in your marketing materials. But you have to ensure they can actually supply you with these assets. If they can, then great – it will save you money.

What is important to you?

This might sound somewhat philosophical, but we’re referring to the look and feel of your car. What ‘look’ are you after as a client? Do you have an idea in mind or are you planning on working with your supplier to develop something unique for you? Or maybe they have a ‘one look fits all approach’ that you’re happy with?

You also need to work out what you expect of the final product. What do you expect of the look, the materials, the functionality, or the quality of the final image? With these details in mind, you can find a CG supplier that can meet those expectations and help give them an idea of the costs during the brief.

So before you set out to find your perfect CG partner, consider these questions first. Answering them ahead of time will help set your expectations and provide your chosen supplier with the details they need to get the job done to the best of their ability. If you follow these steps, you could end up with a fruitful, long-lasting relationship.

At REALTIME, we have years of automotive experience under our belt. Our team is well-equipped to handle all your wants and needs, and we’re always looking for new, exciting projects to be a part of. Feel free to get in touch with me on [email protected].

The smart technology set to change the automotive industry

The term ‘smart technology’ isn’t as alien now as it once was. Everything in the home is ‘smart’ and every gadget can seemingly link up to your phone. You know, just in case you need to set the kettle boiling from the comfort of your bed.

But there is no bigger gadget than the car; the automotive industry is readily embracing the ever-changing world of tech and is on course to undergo more change in the next decade than it has in its entire history. How we drive – if we drive – will change for the better, so let’s look at what’s on the horizon for the automotive sector.

The future inside your car

Everything is seemingly connected to everything else and your car isn’t exempt from that. We already have examples of how your mobile phone can integrate with your car, connecting via bluetooth to control various aspects and that idea will only continue to grow.

Predictive vehicle technology is a burgeoning market; it uses artificial intelligence (AI) and machine learning to personalise your driving experience. Basic implementation of this can already be found in some cars – aspects like entertainment settings and seat adjustment can be set to individual profiles but this is only the start. It will no doubt expand to feed you all the information you want and need. It might notice you like to stop for a coffee on your morning commute and find you a route to work that passes by a Starbucks.

It goes beyond convenience; new safety features are a guarantee. One technology currently emerging in the high-end market is virtual wing mirrors. Instead of the usual wing mirrors, the idea is to affix a camera to either side of the car and have a live video feed play inside the car. Without the bulky mirror, you reduce drag, increasing the efficiency of the car. It’s a worthwhile pursuit, especially since the question of range is such a hot topic right now for electric vehicles. As they say, every little helps. It’s an innovation you can already see in a couple of hypercars very close to REALTIME’s heart and as with most new car technologies, it will most likely filter down into the mass market eventually, it’s just a matter of when.

We will no doubt reach a time where every part of the car is smart; we already have discussions around ‘intelligent tech’ – intelligent windows that show you a heads-up display, intelligent lights that automatically adjust to protect other drivers and intelligent tyres that alert you when they suffer a puncture or need replacing. Soon enough we won’t even be driving cars ourself is self-driving technology reaches the consumer market. Owning cars might become a foreign concept in our lifetime.

The future outside your car

That’s a drastic statement and slight hyperbole – some could never let go of the idea of owning a car – but we are already seeing the emergence of ‘cars as a service’ (CaaS). Or, to put it another way, ‘Netflix for cars’. They already exist and are subscription services where you don’t own a car or even lease it, you are effectively renting it. Yet it’s an appealing offer: For a flat rate every month, you get everything you need and can change up any time. Long-term or short-term, it doesn’t matter. They have yet to see mass adoption but given society’s proclivity for subscription services, that day may soon be here.

Smart technology will also undoubtedly make its way to our roads too. AI will be able to determine when and where certain changes are needed. Opening and closing lanes, adjusting speed limits, closing roads to divert traffic – all are possibilities with smart roads. Of course, it requires a level of investment in infrastructure far beyond many local councils and governments, so expect this to be a slower build.

But it can get even more futuristic; some have floated the idea of lining roads with photovoltaic panels to store electricity. This could be used to charge electric vehicles as they drive, heat roads to prevent ice build ups, and – if they have LED lights in them – create dynamic road crossings for pedestrians.

It all seems very Westworld, but these aren’t hypothetical ideas – they are being worked on as we speak. In many ways, we are already living in the future, so these concepts don’t seem too out of place. It’s an exciting world we live in and I for one can’t wait to see where we are 10 years from now.

The future is bright, and you’re taking us there. If you have an exciting project you would love to talk about, feel free to get in touch at [email protected].