The face of Arnold – The powerful rendering software that M&E artists had to hear about.
The face of Arnold – The powerful rendering software that M&E artists had to hear about.
Arnold was the name given to Autodesk’s new default renderer for its M&E (Media and Entertainment) software, 3ds Max and Maya. At the time of its release, however, 98% of the audience were using other renderers – which we saw as a huge opportunity for our client to expand into the market. That would mean creating an impactful campaign that demonstrated the true power of Arnold. With its ability to help M&E artists produce and render highly complex and visually impressive feature-length animations and visual effects, we saw a way in…
To capture the attention of our audience and communicate the software’s powerful capabilities, we chose to celebrate the stunning and intricate imagery that Arnold makes possible. At the centre of our campaign was a single image: beautiful to look at and complex to render. The idea was to appeal to our audience’s curiosity and get them wondering how it was created.
This arresting image was coupled with a simple and bold message that captured the relationship between Arnold and its users: ‘You make magic. We render it.’
Armed with our campaign messaging and striking visual, we created Arnold’s landing page. Featuring leading 3D artists’ tutorials, the page hosted lots of valuable educational content to inspire viewers – showing them innovative techniques and workflows. By putting artists’ creative prowess and vision at the forefront, we showed our M&E audience that Arnold’s high-quality rendering will do their work justice, too. Arnold is powerful, reliable and robust.
To support the website and raise awareness of Arnold’s rendering software, we also created a series of web banners which drove traffic to find out more.
