Archive notice: This article was originally published on July 30, 2009. Links and embedded videos are preserved as part of the historical record.
For the second time, Mackevision is supporting the animago AWARD not only as a participant but also as a sponsor. DP met Armin Pohl, CEO of Mackevision, and asked about the reasons behind this.
#090730_Armin_Pohl
DIGITAL PRODUCTION: Why is Mackevision once again involved as a main sponsor of the animago AWARD this year?
Armin Pohl: animago has developed into the most important 2D/3D competition in the German-speaking world. More than 10,000 animations for film, TV and commercials, as well as short films and industrial productions, have entered the competition. As one of the market leaders in 3D visualisation, animation, visual effects and post-production, Mackevision wants to support this award sustainably and thereby further promote the event’s community spirit.
DIGITAL PRODUCTION: Mackevision itself has already won animago AWARDs for its work. What has this prize meant to you?
Armin Pohl: We have been taking part in the animago AWARD for many years and are delighted by the large number of awards our work has received. Receiving an animago AWARD is a great honour for us.
DIGITAL PRODUCTION: 3D products used to be something for nerds. In which areas do you see applications today, and who should use 3D software?
Armin Pohl: The fields of application for 3D products have long since reached every industry. Today’s immense demand for imagery and the steadily growing requirement for customisable image content or the depiction of complex technical matters cannot be met without 3D visualisations.
Our customers increasingly appreciate the flexibility, speed and cost savings that this kind of visualisation brings. The 3D hype in industrial product presentation that we are currently experiencing can be attributed to various factors: today’s computing capacity makes it possible to render countless motifs simultaneously at exceptional quality, where virtual imagery can barely be distinguished from reality. In addition, the visualisation pipelines we develop in-house, for example, enable an extremely systematic approach to large quantities of imagery that many companies can no longer manage internally themselves. The variety of possible representations also enables entirely new creative concepts. Mackevision’s USP lies in combining material pre-produced in the real world with virtual elements at a visual quality that clearly sets us apart from the competition. And that is only the field of visualisation and simulation. The 3D cosmos is far larger still. 3D is not only photorealistic. 3D can be whatever it is meant to be. Hyperreal, absurd, unobtrusive … simply unlimited. Almost no story, whether in cinema, TV or commercials, is now realised without digital effects. In practice, 3D is almost always involved.
The possibilities, now limited only by budget, have finally freed the creatives in this industry from every constraint. This has influenced and shaped our entire culture. One also has to look at the incredible development of video games, which through the use of 3D have reached continually new dimensions over the past 10 years, with no end in sight.
DIGITAL PRODUCTION: The animago AWARD 2009 is taking place in Potsdam-Babelsberg for the first time. How does Mackevision view the choice of this venue?
We welcome this decision. The Berlin-Brandenburg region with Babelsberg attracts media and film professionals from around the world and offers a unique atmosphere that promotes creativity. Major international film productions take place here, and the region also plays an important role as a post-production location. It is therefore a suitable location for the animago AWARD to honour the connection between traditional filmmaking and animation with modern technology, visual effects and game design. We also expect the change of location to attract greater media attention, including beyond Europe’s borders. If this helps us make a broader public more aware of the importance of our industry, it would be a tremendous success.
About Mackevision
Mackevision Medien Design GmbH, headquartered in Stuttgart, is a creative and systems partner for visual communication. The specialists in 3D visualisation, animation, post-production and visual effects design and produce high-quality image and film material and develop independent system solutions for image creation for international agencies, film productions and industrial customers in the automotive, architecture, consumer-goods and science sectors. From data preparation and creative design through to project implementation, the company provides every process in computer-assisted image and film creation.
The F_BOX product family comes from Mackevision’s development department. Using F_BOX solutions, industrial customers, photographers and agencies create photorealistic 3D visualisations simply and cost-effectively on the basis of prepared product data, for example for marketing and information materials.
The company, founded in 1994, has offices in Stuttgart, Munich and Detroit, USA.
Further links:
- Mackevision
