Start-up tech company Artificial Artists has created a platform enabling brands and ad agencies to now create and manage their own CGI assets and campaigns in a way that promises to disrupt the traditional approach to CGI content production.
The company has been created by Ben Cyzer and Tim Phillips, the former leadership team from Oscar and Cannes Lions award winning VFX studio MPC.
Artificial Artists’s first technology product is ‘3dctrl’, a cloud based, real time 3D content creation platform designed to empower agencies and in-house teams within brands to create CG content for mobile, social and e-commerce channels.
3dctrl will enable the delivery of CG content at scale and at significantly lower cost, making it economical to use 3D graphics and real time rendering technology across multiple creative executions without having to outsource the process.
Commenting on the launch, Ben Cyzer, co-founder at Artificial Artists said: “It is our mission to liberate creativity through technology. The launch of 3dctrl delivers on this promise by finally enabling agencies and brands control over their 3D brand assets and giving them the ability to create 3D content in-house”.
“Apple, Microsoft, Facebook and Google have made no secret of their plans and investment in emerging and immersive tech. Real time 3D will be the content that drives this space, so brands need a strategy and process to help them create and deploy 3D content and experiences faster, cheaper and easier”.
Tim Phillips, co-founder of Artificial Artists added: “The challenge within digital media is to create content that can connect with audiences in more immediate, personal and engaging ways. Unfortunately, the traditional CG / VFX pipeline and processes can be cost and time prohibitive. Artificial Artists exists to explore new approaches and offer alternative technology driven solutions for businesses looking to innovate.”
In The Forrester Wave™: Creative Advertising Technologies, Q4 2018, Joanna O’Connell, VP principal analyst at Forrester described in-house creative advertising technology as a nascent but increasingly important focus for brands saying: “Adoption of creative ad technology among marketers is right on the edge of prime time.” “You’re taking production from months to weeks, clients want to streamline creative development and improve speed to market.”
3dctrl will initially be focused on 3D products and promises to be the quickest and easiest way to create and configure 3D brand assets. Dynamic and professional quality 3D stills and video can be exported across a multitude of specs and formats.
Prior to launching Artificial Artists, Tim Phillips was Managing Director at MPC and before that Managing Director of Glassworks. Ben Cyzer was Managing Partner at MPC and before that held numerous senior roles at agencies such as Managing Director at Mission and Head of Account Management at Fallon London.