Sunday, February 4th 2007

NVIDIA Empowers Sway Studio for GM Super Bowl XLI Commercial

NVIDIA Quadro® solutions improve creative workflow, as well as the delivery of real-time photorealistic graphics, for an upcoming super bowl ad.

Visual effects studios dream of rendering photo-real images in real time. SWAY Studio of Westwood, Calif., realized the dream by integrating NVIDIA Quadro based solutions from NVIDIA Corporation, the worldwide leader in programmable graphics processor technologies, into its production pipeline for the creation and delivery of a :60 commercial for GM, which will debut during Super Bowl XLI on Sunday, Feb. 4, 2007.

The commercial follows a small robot that accidentally drops a bolt while working on the GM vehicle assembly line. The mistake causes the line to shut down, and the robot is ultimately banished from the company premises. Forlorn and uncertain of his future, the robot does his best to move on with life.

"Our biggest challenge was to seamlessly create and integrate a realistic CG robot into footage of the actual robot we filmed on set," said Mark Glaser, owner and creative director of SWAY Studio."NVIDIA Quadro based solutions allowed us to easily work at this high level of resolution and detail in real time, which saved us a considerable amount of time throughout the project."

For the spot, the talented animators at SWAY successfully created an unsullied computer-generated (CG) replication of a real-life robot that evokes precise movement and realistic emotion. To accurately create motion not easily achieved by the real-life robot used during the filming process, SWAY shot basic photography of the robot in various positions creating a model reference to aid in the 3D replication. High Dynamic Range Imagery (HDRI) was also recorded from multiple angles to generate a simulated render of what the CG robot would have looked like had it been filmed in real life. SWAY found that while animating the highly detailed 3D model of the robot, with all the detail necessary for HDTV resolution, visual interaction was solid and unshakable due to the extreme reliability of NVIDIA Quadro graphics.

SWAY also created the precise illusion of a water-filled LA River. To add the effects of moving water into the usually vacant Los Angeles River, SWAY perfected the look by studying the nuances of a real river and applying those observations to the CG water surface as multiple layers of procedural textures. To create these exact effects, SWAY used Nuke from D2 Software, high-end compositing software that utilizes the advanced features of Quadro graphics technology.

"When it comes to compositing with Nuke, NVIDIA is the only option," explains Glaser."Its Open-GL driver interface displays flawlessly on NVIDIA graphic cards. With other graphics board solutions, you can expect to have interface rendering problems, but that is not the case with NVIDIA Quadro graphics. The key is that NVIDIA delivers the best quality drivers – always stable and dependable."

"We use NVIDIA Quadro solutions for all our projects and are thrilled about the power of the latest NVIDIA GPUs—they generate an opportunity for us to be more creative and efficient in our work," continued Glaser."We get excited about faster CPUs, but what is truly exciting is the advancement NVIDIA is making with its GPUs, as this brings us closer to our vision of producing real-time photorealistic CG."Source: NVIDIA
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13 Comments on NVIDIA Empowers Sway Studio for GM Super Bowl XLI Commercial

#1
blobster21
all this sounds soooooo conventional and politically correct :shadedshu
The key is that NVIDIA delivers the best quality drivers
tell that to the vista 8800 owners :banghead:
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#2
J0N
Only an hour to go! I like watching American Football. Hopefully going to see the game in London when its announced. I hope they show the Ad in the Uk.
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#3
OnBoard
Heh that talk after the photo is so "eeww, stop kissing their ass" :) But before the photo it sounds interesting, hopefully we'll see the add here too (highly doubt it though :( but there is youtube of course).
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#4
TXcharger
that was one of the worst commercials of the night it combined two bad things...chevy and nvidia
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#5
PVTCaboose1337
Graphical Hacker
by: TXcharger
that was one of the worst commercials of the night it combined two bad things...chevy and nvidia
OMG the words out of my mouth. It was commiting suicide in a dream lol. The robot :laugh:
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#6
newtekie1
Semi-Retired Folder
by: TXcharger
that was one of the worst commercials of the night it combined two bad things...chevy and nvidia
I am grossly offended by that statement. But then again I own several nVidia graphics cards(2 7900GTs, 7600GT, several FX5200s) and 3 Chevy vehicles(2001 Impala LS, 2005 Monte Carlo SS Supercharged, 1981 Corvette)...
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#7
WarEagleAU
Bird of Prey
Damn them BEARS!!! Oh well, they had some hillarious and interesting commercials!
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#8
PVTCaboose1337
Graphical Hacker
by: WarEagleAU
Damn them BEARS!!! Oh well, they had some hillarious and interesting commercials!
I think this was the worst superbowl commercials I have ever seen!:mad:
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#9
breakfromyou
i think its funny how GM says they're reliable when i only know 1 person thats happy with her car (2001 impala) because its actually spent more time on the road than in the shop unlike everyone in my family's last cars. 1999 malibu only lasted a year, 1996 corsica only lasted 3 years. they all were shit to begin with. but yeah. heh

nvidia isnt that bad, they just have crappy drivers for once.
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#10
Easy Rhino
Linux Advocate
i liked the commercial but i dont like nvidia or chevy. everyone i know with a chevy hates their life and would like to drive it off a cliff.

i thought the worst commercial was the one for that sales website.
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#11
zekrahminator
McLovin
:roll: I think this is a fine example of how NVIDIA wanted good press and instead got bad press for making the worst super bowl commercial in history.
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#12
newtekie1
Semi-Retired Folder
by: breakfromyou
i think its funny how GM says they're reliable when i only know 1 person thats happy with her car (2001 impala) because its actually spent more time on the road than in the shop unlike everyone in my family's last cars. 1999 malibu only lasted a year, 1996 corsica only lasted 3 years. they all were shit to begin with. but yeah. heh
Well, again, I own 3 chevys and a total of 4 GM vehicles(I also own a chrysler and a ford). The biggest problem I have had with my '02 Impala has been a seal on a headlight breaking so it would fog up, a very minor problem, and a very quick fix. The '05 Monte Carlo had a chirp in the engine that GM had trouble figuring out, but they finally just gave up and replace the serpentine belt and the supercharger belt and that fixed the problem. The Corvette has had no major problems since I got it, and none before I got it that I know of. The '02 Grand Am(my 4th GM vehicle) has had no major problems either, in fact the only problem with it has been the driver side electric window motor going out.

If people have cars that are only lasting 1 year or 3 years, then they need to learn to take care of their vehicles. If they managed to kill a GM vehicle in a year or even 3 years, then their other vehicles probably won't last that long either.
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#13
The Nemesis
As a 2nd Generation G.M. employee I can say we've had our issues with quality in the past, but our vehicles have greatly improved now. Unfortunately our reputation has not. Luckily the company is backing our quality with 5yr/100,000 warranty on every '07 and up vehicle. Whats funny to me is Toyota has recalled more vehicles in the U. S. than they produced last year & their reputation for good vehicles still stands.
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