Archive notice: This article was originally published on August 22, 2008. Links and embedded videos are preserved as part of the historical record.
Hamburg multichannel agency Tribal DDB commissioned Stuttgart CGI and 3D specialist MACKEVISION to create content for the new Scirocco website.
The site supports the model launch with current information about the new Scirocco generation. Three sections present vehicle details and animations covering design (“Style”), power and handling (“Performance”), and the driving experience (“Experience”). Tribal DDB chose MACKEVISION, one of the world’s leading CGI specialists, to create the imagery.
A glass cube at the center of Tribal DDB’s creative concept serves as the main navigation object and presents the vehicle as an interactive 360-degree model. Moving the mouse activates arbitrary views and animations.
Under “Style,” visitors choose among four films about the vehicle’s design, including a fast-moving Scirocco in a city-light environment and highly detailed interior views. The interior, exterior, city setting and camera moves were generated entirely by computer.
“Performance” offers sequences showing the transmission, body and chassis in action. Technically demanding combinations of live-action environments and CGI integrate the computer-generated vehicle into filmed footage without a visible transition.
In “Experience,” rotating the cube changes the Scirocco’s color. Once selected, a sequence starts with the vehicle in that color and a matching environment. Filmed at real Las Vegas locations, the footage was enhanced with CGI set extensions to make the surroundings more dynamic and build dramatic tension.
3D vehicle visualization enables early marketing campaigns and nearly unlimited creative freedom. It also gives automakers and agencies extensive configurability, adaptability and reuse of 3D imagery. Managed centrally by Tribal DDB Hamburg, the Scirocco website is already being adapted for nearly 40 countries.
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