SEW Eurodrive is a German manufacturing company founded in 1931 as Süddeutsche Elektromotoren Werke. Today, it is an international organization that manufactures geared motors, frequency inverters and servo drives employing over 13,000 people worldwide.
The SEW Eurodrive "CDS" provides a modular service concept, which is based on decades of extensive practical experience. All CDS components are flexible, which means the relevant services can be combined as required. CDS offers tailor made solutions.
(source: Wikipedia, SEW Eurodrive)
In order to visualize this CDS System, Madness GmbH engaged me to create something "visually stunning", in view of aesthetics and motion.
As in previous animations those cubes were used to visualize the CDS, I used them too, to generate kinda chaos, which later on organizes itself to a clear and understandable structure.
I rendered the different shots totally flat (linear workflow) in 16 Bit, to have the maximum gradation in the later compositing.
Here I added the additional lens blurs and lens effects to the depth of field, as well as washed out edges and a few back lights.
Finally I added chromatic aberrations in Lightroom to emphasize the more photorealistic look.
In a later stage, I did the setup for the animation in stereo.
.Autodesk 3D Studio Max 2011
.Adobe After Effects
Madness GmbH (producer)
Sonja Schlichter (project management)
Thorsten Kuttig (Lead Artist, modeling, animation, shading, lighting, editing, compositing, sounddesign)
© 2011, SEW-EURODRIVE GmbH & Co KG, Madness GmbH