Split View - Stadtansicht vs Datenpunkte

UltraCam ‚Dragon 4.2‘

3D animation for Vexcel Imaging

Vexcel Imaging is a global leader in aerial imaging and develops cutting-edge aerial cameras, mapping systems, and post-processing software.

For the product communication of the new UltraCam Dragon 4.2, we developed a 3D animation with the ambition of creating a dynamic yet harmonious interplay between animation and information. The product video was intended to be neither a conventional “tech video” nor pure advertising.

This balance was achieved through the combination of different scenes and elements: a photorealistic product staging of the camera, visualisations derived from the product’s data points, and a deliberately playful approach to typography and motion graphics.

The sound does not just play passively in the background but forms the guiding foundation of the video; it is essential for transitions and cuts.

A key factor in the success of the project was the highly creative and respectful collaboration with the client, and the shared process of finding the ideal way to present the product in its best light.

Client

Vexcel Imaging

Tasks

Digital Marketing & Content

3D & Motion Design

Moodboard

At the start of the project, mood boards were developed to visualise the client’s ideas for the various thematic directions of the animation.

Combined with an animatic (see video below), this provides a strong initial impression of the planned animation.

Vexcel Imaging Preview - Stadt und Flugzeug

Vexcel Imaging Preview - Text und abstrakte Elemente

Vexcel Imaging Preview - Produktnahaufnahme

Vexcel Imaging Preview - Typografie und Motion Graphics

Animatic

The animatic serves as a preview of the planned animation – typically in greyscale – and forms the basis for feedback on camera movements, scene sequences, scene durations and transitions.

Text, animated text overlays and voice recordings can be implemented once the animatic is approved, as the overall structure and timing are already defined at this stage.

Light vs dark visual worlds

With the animatic, camera movements and scene sequences are defined. However, there is still considerable flexibility in the visual design.

For this animation, a key question was whether the product should be presented in a light or a dark visual environment. Sample renders were created for both options.

The lighter version was chosen for stronger contrast and improved readability of the animated text.

Different focal points

The animation combines views of the camera’s data points with photorealistic product visualisations and motion graphics, meaning animated text and graphical elements.

The highly detailed environmental scans, or point clouds, can be captured by the camera using an impressive number of data points – up to an extraordinary 2,000,000 measurements per second.

For the photorealistic visualisation of the UltraCam Dragon 4.2, the 3D data was carefully refined to highlight key features and present the product within the context of its application.

In this project, we were able to approach typography and motion graphics in a particularly creative, experimental, and dynamic way. The text animations act as active connecting elements between chapters and form a core component of the video, making the transfer of information engaging and enjoyable.

Carefully applied motion graphics in a minimalist style create transitions between geometries and video elements, adding further dynamic building blocks to the animation.