Case Study: GloboBot

Imagine your favorite skyscraper. Now picture it having arms and legs.

Ogilvy Advertising was planning a campaign called Ogilvy Play to celebrate creative innovation happening in the international agency’s offices around the world.

The first studio to get the spotlight was Ogilvy’s headquarters in New York City, where art director Joel Kuntz’s GloboBot project was chosen to kick off the campaign.

Kuntz is an accomplished photographer who regularly travels the globe.

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Kuntz cuts up photographs and montages them into robots.

Photographing iconic architecture in major metropolises, he then cuts up these photographs and montages them into robots with profiles reminiscent of the skylines of their respective cities of origin.

To date, Kuntz’s legion of GloboBots includes Los Angeles, Madrid, Miami, New York City, and Paris.

The GloboBot exhibit that launched the Ogilvy Play campaign was planned to include four-foot-tall photographic prints of each GloboBot, along with a four-foot-tall 3D-printed sculpture of the New York City GloboBot.

[Also on Longitudes: The Next Revolution: Design-Make-Use]

Working with Richard Chandler, Director of Imaging at Ogilvy Advertising, Kuntz modeled a CAD file based off of his two-dimensional NYC GloboBot photograph so they could have the figure printed in three dimensions.

They turned to a local 3D-printing service provider in New York to print to-scale prototypes of the GloboBot as they perfected the file before ordering the final four-foot sculpture.

The shop successfully produced 4”-tall, 8”-tall, and 14”-tall prototypes, but when it came time to place the final order for the four-foot-tall GloboBot that would be featured in the exhibit, the local 3D printer came up short.

They simply couldn’t print at the size Chandler and Kuntz required.

GloboBot Plan B

This was a very inconvenient realization so late in the game, especially since the local vendor had insisted they could produce the final figure and had been making file revisions using a proprietary 3D printing software as the prototyping phase progressed.

At the end of the process, Chandler was left without a vendor, holding a file he couldn’t open.

And so a last-minute search began for a new vendor who could:

  1. Manufacture a four-foot-tall 3D-printed sculpture
  2. Open a proprietary CAD file
  3. Meet the project’s looming deadline

After trying several vendors, Chandler found CloudDDM through a combination of online search and a referral from UPS (UPS is an Ogilvy client and a strategic partner with CloudDDM).

[Also on Longitudes: Thinking in 3D Is About So Much More Than the 3D Printer]

Although GloboBot is an artistic project, he was encouraged by CloudDDM’s emphasis on industrial production.

A manufacturing company — rather than a 3D printing studio — seemed like the best bet for a sculpture that needed to be produced on such a large scale.

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Their work deserves an 11 on a scale of one to ten.

CloudDDM didn’t have any problems with the scale and resolution Chandler needed and knew it could meet Ogilvy’s deadlines given its fast production and overnight shipping capabilities.

The big challenge was opening the proprietary file.

To do so, CloudDDM referred Chandler to IndiaCADworks, which prepared the print-ready file without any issue.

A creative director from Ogilvy Atlanta visited the UPS center the day GloboBot went into production and took a reassuring snapshot of the GloboBot build.

He sent it Chandler, who was delighted to see everything proceeding according to plan.

The next day, Chandler and his team received a beautiful package that contained a fully assembled, four-foot-tall GloboBot.

“We have a film director [here at Ogilvy] who insisted we recreate the moment of the opening of the box and the squeals,” he recalls.

“Cloud DDM was on budget, on time. What more could I ask for with quality goods?” says Chandler. “Their work deserves an 11 on a scale of one to ten.” goldbrown2

This article originally appeared on CloudDDM and was republished with permission. 


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Mitch Free is a serial entrepreneur, manufacturing industry maverick and global trade expert. He now serves as the founder, chairman and CEO of two digital manufacturing companies: Fast Radius and ZYCI CNC Machining.

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