Case Study
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Summary:
Synapse Modelmaking, Ltd. used the FreeForm™ modeling system to
get from its clients what other designers can only dream about:
“instant approval.”
Body copy:
The Players
Synapse Modelmaking is an internationally acclaimed design and
development studio specializing in 3D licensed character products. Its
multi-disciplinary workforce of 50 highly skilled model makers,
engineers, sculptors, and finishers produce a wide range of products
within the toy, consumer electronics, giftware, and car accessory
areas. Familiar with their work, Boots Plc. approached Synapse about
designing collectible figurines based on Aardman Animations’ hugely
popular summer movie Chicken Run.
Approval, in the Blink of an Eye
When a representative from Aardman visited Synapse at their shop in
Watford, England to look at the design of a figurine, he had never seen
the FreeForm modeling system before. Still, he sat down at the
FreeForm station, and in just seconds he was moving the model of
Rocky the rooster around, turning it upside-down, viewing it from all
angles, feeling it.
“Then he asked if he could make a change to the model,” recalled
Synapse Director Roger Hulks, “and we implemented the change
immediately. Right before his eyes.” Synapse got approval for their
design on the spot. The Aardman representative was dazzled. Said
Hulks, “He still goes on about it today.”
That’s one of the reasons Synapse is making a point of showcasing its
FreeForm capabilities to current—and potential—clients.
Other FreeForm Benefits
Not only does FreeForm modeling allow Synapse to get quick
approval of its designs, Hulks also cited the “continuity of approval”
made possible by FreeForm’s digital advantage as a key benefit. “Once
the character has been sculpted digitally and approved by the client, it
can be upsized, downsized, and re-manipulated, practically within
minutes,” said Hulks. Because the re-sized version is, in essence, a
digital copy of the approved model, it is already pre-approved.
“Using FreeForm modeling crushes time and cost for everybody
concerned,” said Hulks.
Besides these bottom line benefits, there are artistic advantages to
FreeForm modeling as well. The Synapse sculptors using FreeForm
find it to be as intuitive and expressive as modeling with clay or foam.
Plus, it has advantages over more traditional modeling methods. “If
you have an idea in your head, no matter what it’s used for, then
FreeForm is the ultimate,” said Synapse Sculptor Simon Goodall. “You
can focus your ideas onto the screen in a realistic form quicker than
any other medium.”
The Competition Is Untouchable
Goodall found other 3D modeling products to be seriously lacking
when compared to the FreeForm system. “They take quite a long time
to learn and you can’t actually feel the object you want to create. I
want to feel it on my hands. I want to be able to move, manipulate and
feel the model when I’m doing it.” With these other products, “you
have to mathematically arrange all the other components together and
try to create (a model) whereas FreeForm is very organic,” said
Goodall. And fast. “You can create something just like that. You can
be amazing that way. It’s really fun and liberating.”
Roger Hulks is so upbeat about the FreeForm modeling system that he
wants it to drive Synapse into the field of animation. He has already
developed his pitch for future licensors: “Let us create characters for
you,” he declares. “Using FreeForm we can finish a character before
anyone else can even pick up a mouse.”
Callouts:
“Using FreeForm modeling crushes time and cost for everybody
concerned.”
--Synapse Director Roger Hulks
“You can create something just like that. You can be amazing that
way. It’s really fun and liberating.”
--Simon Goodall, Synapse Sculptor
Greg Joyce
Writer in the House
email joyce at writerinthehouse dot com