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Luxology modo Lends Modeling Muscle to Citroen Spot

Toolset helps The Embassy achieve complex modeling tasks in half the time (December 08, 2004)

Luxology today announced that modo, its powerful 3D modeling toolset, was used by The Embassy, a visual effects company based in Vancouver B.C., to accomplish several complex modeling tasks for a photorealistic, computer-generated spot featuring the new 3-door Citroen vehicle. modo was used to model several elements of the commercial including the Citroen as it transforms into a robot that performs some rather impressive hip-hop dance moves.

"We had heard that modo was fantastic and decided to give it a go, which was a bit risky since we were already halfway through production of the Citron spot," said Winston Helgason, founder of The Embassy. "I was very impressed by how intuitive modo was to learn. We installed it in the morning and by the end of the day, we had already modeled several pieces of the car. modo also integrated seamlessly into our existing 3D pipeline, which allowed us to clean-up and complete the vehicle model in half the time it would have taken with other modeling applications."

The Embassy, in collaboration with the creative team at London-based Euro RSCG, created the computer-generated Citroen ad by starting with a scanned and decimated high-resolution, mesh-based model of the vehicle. The Embassy used modo to clean up and add details to the scan data, which extended into a fully articulated robot. The team then applied motion capture data to the robot, and rendered and composited the elements to create a cohesive and intriguing photo-realistic spot.

The :30 Citroen C4 was directed by Neill Blomkamp and produced by Euro RSCG's London office in collaboration with The Embassy. The spot is currently running on European television through the end of December. To read more about the use of modo for this spot, including an interview with The Embassy's founder, Winston Helgason, please visit Luxology's Web site at

About modo
modo is a robust 3D modeling toolset designed to improve the polygonal and subdivision surface modeling aspects for 3D artists working on games, films, TV and Web productions. modo's real-time subdivision surface modeling engine and superior level of customizability, which includes hundreds of production-oriented tools, make it flexible enough to model everything ranging from organics and hard surfaces to low-resolution real-time meshes and high-resolution film models. For more information on modo, visit the Luxology site at

About The Embassy
Founded in 2002 in Vancouver, Canada, The Embassy Visual Effects Inc. was formed by award-winning digital artists. The Embassy team has worked on a variety of visual effects projects with production companies in the U.S., Europe and Asia. For more information visit the company's Web site at

About Luxology
Based in San Mateo, Calif., Luxology, LLC is an independent technology company developing high-end 3D content creation tools that enhance productivity for artists working in the film, television, gaming and print industries. Founded in 2002 by Allen Hastings, Stuart Ferguson and Brad Peebler, Luxology's team boasts some of the top engineering talent and industry expertise on the planet.

For more information on Luxology, visit


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Related Keywords:Luxology, modo, Modeling, Citroen, The Embassy, 3D modeling, visual effects, photorealistic, Winston Helgason, Euro RSCG, motion capture, rendered, composited, Neill Blomkamp, Allen Hastings, Stuart Ferguson, Brad Peebler,


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