BBDO Taps Maxim Color Technologies (MCT) for Cutting-Edge CGI Solution

MCT’s Proprietary Computer-Generated Imagery (CGI) Gaining Momentum In Advertising, Publishing & Consumer Goods Markets

NEW YORK, NY— Maxim Color Technologies (MCT), a leading NYC pre-media company serving top advertising and publishing firms, was tapped by worldwide advertising network BBDO to create a cutting-edge CGI solution for a project with Bank of America and Major League Baseball.

MCT was asked to create visuals with headlines composed of a baseball jersey-stitched typeface. The end result was to be the complete alphabet and a set of numerals in 14 different colors against a letter canvas background. The stitching and outline were treated as separate components to allow the creation of headlines matching every major league team logo color. The lettering was originally sewn by machine and photographed, but because the quality and consistency of the sewn letters varied, a cutting-edge solution was necessary.

BBDO brought in MCT, experts at tailoring solutions using CGI modeling and rendering. “In less than 10 days, we created three versions and wrote a script for the modeling process to generate the stitching – so all the threading was consistent in terms of thickness, frequency and distance,” says Rob Bender, Chief Technology Officer of MCT. “The background canvas was custom created with a very high-resolution displacement map and the letters were rendered in high resolution to enable use for out-of-home printing applications.”

MCT offers adaptive technologies for print media similar to those used by the motion picture industry to create lifelike special effects. CGI technology delivers the lighting precision and artistic effects that photography cannot always capture. Images are rendered via proprietary 3D modeling software and capture all the physical details of an actual photo. Among its many benefits, the technology eliminates the need for costly product prototypes.

MCT is gaining momentum in the rapidly expanding CGI marketplace. “Working with industry giants such as BBDO strengthens our leadership position,” says Bender. “With our CGI technology, no mission is impossible.”

Ogilvy & Mather Taps Maxim Color Technologies (MCT) for Client Solution Featuring Creative CGI Technology

Photorealistic 3D Technology Making Impact In Advertising, Publishing & Consumer Goods Markets

NEW YORK, NY— Maxim Color Technologies (MCT), a leading NYC pre-media company, was tapped by global advertising network Ogilvy & Mather to create CGI images for an imaginative print advertising campaign for Castrol Tection Extra, worldwide producers and marketers of synthetic and conventional motor oil and lubricants.

The campaign focuses on the toughness and strength of Castrol Tection Extra. MCT was commissioned to render an image of a drop of oil taking on the form of a muscular arm. “We started with a rough supplied illustration and created the high-resolution images and backgrounds from scratch,” says Rob Bender, executive vice president of MCT. “The response from the client was overwhelmingly positive.”

Because Computer Generated Imagery (CGI) eliminates the need for photo shoots, MCT was able to offer the agency a cost-saving branding solution. Other similarly themed CGI images are currently in production.

MCT recently completed another CGI solution for worldwide advertising network BBDO in which they created cutting-edge images for a Bank of America and Major League Baseball project.

MCT offers intuitive, adaptive technologies for print media similar to those currently used by the motion picture industry to create high-concept images and lifelike special effects. CGI technology delivers the lighting precision
and artistic effects that photography cannot always capture. Images are rendered via proprietary 3D modeling software and saved in a digital asset library for myriad future uses.

“Creative CGI is seeing explosive growth on the agency side,” says Bender. “Our clients are reaching new heights in brand awareness and are able to better distinguish themselves from the competition. This is an exciting time for our industry.”