3d Motion Graphic | Claxton | xcalibre Promo
Working with TVP on this latest project, we designed and created Claxton this 3d visualisation and motion graphic for their line, xcalibre. Claxton wanted to create a piece to celebrate their achievements in 30 years of work, and highlight their product capabilities for potential and existing clients.
Xcalibre is Claxton’s Abrasive Cutting Solution package and their proprietary technology, enabling them to deliver unmatched performance and reliability, limiting NPT and maximising offshore execution efficiency. Claxton provides fit for purpose solutions that are proven to reduce both execution cost and risk, through selecting the right combination of topside and downhole technology for the clients operation.
With 30 years of in-house engineering knowledge & expertise, combined with more than 30 years of offshore execution, and lessons learned on over thousands of projects, Claxton has developed a truly unique and record setting Abrasive Cutting Solution. With a full suite of decommissioning tooling at their disposal they can integrate xcalibre with other cutting and recovery solutions, maximising cost efficiency and overall project performance.
Project Capabilities
3D and Animation:
Maxon Cinema4d
Motion Graphics:
Adobe After Effects
Brief:
Claxton’s promotional material for xcalibre was initially a company presentation, with a small amount of editing and movement we thought we could create a solid motion graphic, “if you can recreate all of that into this, we’d be delighted”. They also had an outdated 3d product visualisation image showcasing one of their older cutting packages, so wanted to recreate and update parts of kit to new, combining with current brand guidelines to create a clean modern and realistic look, and also bring it to life through some animation and dynamic camera movement.
Process:
Claxton had existing imagery, brand guidelines, and a lot of photography. Initially, they wanted the motion graphic to be all 3d animation, using the existing 3d models they had supplied to us, but after discussions and proposals, we came up with the idea to base the motion graphic more around their vast collection of imagery, as this would validate their 30 years knowledge and experience more than just a 3d animation. The concept was to build the X of xcalibre from these images, emphasising that xcalibre is built on this knowledge and experience, but to also cut in some 3d animation, substantiating it is not just a package, but a whole tool range.
We had free reign with the main 3d tool model, so we added some colour using the company’s brand red and added logos for detail and interest, while still keeping metal textures to keep with existing real life details. The containers were also kept in keeping with their real life counterparts being Claxton red, detailed with company logos.
The hero X from the animation was initially 2d, but after some time animating and shifting, felt it would make it more dynamic to locate it in a 3d space with camera movement creating a slight parallax, adding an extra layer of depth and interest to the imagery and text, and connect it closer to the 3d product visualisation section.
TVP created the voiceover and added music, and we timed that to the key messaging, graphics, and 3d animation. Inserting company branding at the start and end to connect it together, and animating the X of the xcalibre logo to transition between both single letter and full word.
Everyone involved is very happy with the outcome of the project. We feel we created a solution to Claxton’s problem, and tackled it in a dynamic, exciting and creative way, supplying a 3d motion graphic that sells the xcalibre package, visualises their tools in an effective way, but also promotes the company’s 30 + years knowledge and experience.
“I’ve found it easy to work with you two on this and hopefully that goes the other way too! Sorry if some of the late changes caused any issues for you.
All the feedback from people who have seen it internally so far has been complimentary and they have commented on how professional/high end it looks which was certainly part of what we needed from this.”
Mark Beadie | Marketing & Events Specialist | Claxton Engineering & Probe.
“Really pleased with the end product and you supporting us on a tight deadline.”
Gordon Geekie | Global Sales and Commercial Director | Claxton Engineering & Probe.