Bunkspeed just announced that Tesla Motors is using HyperShot and HyperDrive for the creation of all launch imagery of their all-new Tesla Roadster Sports Edition. This vehicle is being launched this month at NAIAS 2009 in Detroit.
According to the press release, “When Tesla Motors was presented with the unique opportunity to secure a booth at this year’s Detroit auto show, the company decided to use this event to launch their new roadster in a completely distinct way. The company decided on an all-virtual launch of their car which will become available in the spring of 2009. Considering the short amount of time to prepare for the event, the design and marketing team at Tesla Motors was looking for a quick and efficient way to create photographic images of the highest quality from their 3D digital data. Bunkspeed’s HyperDrive and HyperShot were the obvious choice.”
Something else in the press release that I found fascinating was a comment from Franz von
Holzhausen, Chief Designer of Tesla Motors. He commented “The Bunkspeed tools integrate seamlessly within Tesla’s workflow. We make quick decisions on digital models and want to carry the use and interaction with digital models for interior and exterior work through the entire design process. I personally use HyperShot on my MacBook Pro. I love how quickly and easily I can evaluate the design in real-time with photographic quality.”
I’ve made no secret of the fact that I’m a huge fan of what Bunkspeed are doing with HyperShot. Rendering is so typically a difficult and time consuming process and as a result, is often used sparingly. By make it more efficient, not only in terms of assigning materials and setting up shots of a product, but also calculating results in a very efficient manner, what they’ve done is do exactly what Franz points out – they’ve made rendering a decision making tool.
To learn more about the Tesla Roadster Sports Edition and their use of Bunkspeed’s
technology, visit Tesla Motors booth at the NAIAS 2009 in Detroit from January 11-25.