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A One Stop Digital Shop: Data Design Interactive and Artworld UK
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Taking Animation Beyond Plastic Bricks
Artworld's work with Lego has led to them producing animation for other game developers too. In an astounding sequence created for the upcoming game WW2, Artworld recreated the D-Day landings in 3D. "That type of work is particularly challenging," Dorney states. "It's amazing how complex a sequence like that is. If you watch Saving Private Ryan, which features a similar scene, you'll see that everyone in the scene is doing something -- everywhere you look someone is being shot, or a mine is exploding. We had to recreate that nightmarish sense of busyness...and we had to do it in 6 weeks with only 11 people." And what's more, Artworld has yet to make use of motion-capture in a project. Using ingenious bits of programming the scene is pulled off with amazing believability.
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| Background scenes developed for the Lego Rock Raiders game. © Artworld UK. |
The Digital Bridge
Because the work that Artworld does is 3D, they can use the fact technology to apply this 3D to Lego's different types of projects while cutting costs and maximizing efficiency. "It's really quite simple," Dorney says. "We can use the same 3D models and textures in a number of projects. We just build high-resolution models to start with and downgrade them for use in the games. We then use the higher quality models for the print and TV work." This way Artworld can apply their work to a variety of outlets for maximum return -- and the fact that their sister company, Data Design, is a games company takes this one step further. Not only can the two companies provide excellent games complete with top quality animation, but they can do the packaging, the TV commercial and even the Website.
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| From concept art, storyboarding, Website design, animation, audio production, comic book illustration and static art, Artworld UK's gallery of work continues to expand. © Artworld UK. |
"We're really interested in doing more Websites," Dorney confesses. "We've done Web work for Kinder Surprise, Gubble and Hot Foot. We're very excited about the Macromedia Flash format and are really pushing it to see how far we can go. It's great to take our 3D and animation and make use of the same tools and techniques to create work for a different medium. We've done a lot of animation and 3D graphics for comics and packaging -- creating interactive Internet solutions seems like a natural extension of that work."
You Ain't Seen Nothin' Yet
Despite Data Design's 18 years in business, and Artworld's 4 years providing graphics and animation, it is clear that both are set for bigger and better things. As for what those things are, they're keeping very quiet. "We're doing a TV series for Winchester Television," Dorney reveals. "And I'm sure you'll see a Playstation 2 title from us next year too." And more Lego projects? Predictably, Dorney is being secretive. But it's clear that when Lego does decide to create another game, TV commercial or even another motion simulator ride, they'll know where to go. Straight up the M5 and into Birmingham city center. I'm sure someone there will be able to help them!
Paul Younghusband is editor-in-chief of Visual Magic Magazine, a publication focusing on the 3D graphics and digital effects industries.
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