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.
“Kuntz cuts up photographs and montages them into robots.”
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.
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:
- Manufacture a four-foot-tall 3D-printed sculpture
- Open a proprietary CAD file
- 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).
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.
“Their work deserves an 11 on a scale of one to ten.”
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.
This article originally appeared on CloudDDM and was republished with permission.
Every morning, wake up to the blog that gives you the latest trends shaping tomorrow.