Devon Works www.devonworks.com
Consumer Product Design
• Create marketing quality images for new luxury timepiece prior to development
• Shorten design process
Generated interest with retailers and media in parallel with product development
Systems At A Glance
• Bunkspeed SHOT™
• DS® SolidWorks®
• Lenovo® workstation equipped with NVIDIA® Quadro® FX 1700 graphics solution
“Without the mind-blowing renderings produced by Bunkspeed SHOT, this project wouldn’t have happened.” -Jason Wilbur, Graphic Designer
Reinvention Merges Art and Science
Designer Jason Wilbur redefined the idea of the watch and changed the game. His masterpiece came to be known as the Devon Tread 1, a luxury timepiece that immediately established leading-edge vision and commanded artistry when the concept was introduced to the public in April 2010.
Devon Tread 1 is a radical departure from the typical dial-and-needle design. Inspired by industrial conveyor belts and motorcycles, the watch’s movements center on a series of overlapping, interwoven belts encased in glass-reinforced nylon material that is typically used in avionics – it is bullet-proof, anti-reflective and can withstand temperatures ranging from negative 20°F to 150°F.
Photorealism Powers Ideas
As with most game changing ideas, the design invited many skeptics – claiming Wilbur was setting out to conquer the impossible. He realized sketches were not enough to entice engineers to manufacture his design, and convince financiers to fund his project.
He needed ultra-realistic images that would truly showcase the watch’s cutting-edge characteristics and emotional value.
“When you are describing a future concept, it is essential to have realistic images that back-up your vision,” said Wilbur. “The more realistic you can portray the form and details, the more people are going to buy into it.”
The design encompassed a lot of intricate details; everything was exposed. “When you have that kind of design, traditional rendering software won’t give you the realism and attention to details needed to communicate the emotional value,” said Wilbur.
Wilbur imported the models created in DS® Solidworks® into Bunkspeed SHOT™ 3D rendering software, which allowed him to create photorealistic representations of the Devon Tread 1 that truly communicated the intricate details.
“Bunkspeed SHOT allowed me to change subtleties and characteristics on the fly without compromising the quality of the image,” continued Wilbur. “It is so intuitive, I thought I was doing something wrong.”
Making the Impossible Happen
It is said that a luxury watch takes roughly three to five years to develop – Devon Tread 1 broke the mold and dramatically shorted this process. Within months, Wilbur was able to create photorealistic imagery for product development in parallel with marketing purposes to help generate interest.
The SHOT scenes provided the engineers with a realistic representation of the watch’s features and details, which minimized the number of alterations and mistakes that often take place through the design process. Utilizing SHOT’s unique camera and lighting features enabled Wilbur to precisely simulate a product photo shoot; which was the driving force for generating interest with retailers and the media.
“The rendered images looked so real, retailers kept asking for us to bring in the real watch. They didn’t understand that the watch didn’t exist,” said Wilbur. “Without the mind-blowing renderings produced by Bunkspeed SHOT, this project wouldn’t have happened. The watch looked so real you thought you could touch it!”
Rendered images Drive World Premiere
While the final product was not available in stores until November 2010, the concept was introduced to consumers in April 2010. In August 2010 Watch Journal, a monthly magazine devoted to the world of luxury watches, showcased the Devon Tread 1 on its cover in August 2010 – marking the first time the magazine used a rendered image for the cover.
About Bunkspeed SHOT
Bunkspeed SHOT is the world’s first hybrid 3D rendering application built around mental images® iray® ray-tracing engine. Featuring an “all digital camera” and a simplified interface, SHOT enables users to easily add materials and textures, global illuminations, apply various lighting environments and back plates with incredible accuracy. The result is a physically accurate, stunningly photorealistic image or turntable animation that can be used for marketing, business communication and design reviews in markets such as automotive design, architectural visualization, industrial engineering and consumer product design.