Liaison PR News Room

Liaison’s Top 5 VFX Client Stories of 2013

“How do we move the needle?” is a good place to start with any goal, and the way Liaison approaches it is pretty simple. We don’t put out news that doesn’t have value and we make sure every message/interaction/feature builds on the last one. Every story isn’t a massive one, but every story should make a mark.

But let’s be honest. You want to see the big ones. The ones where the themes we work so hard on perfectly come together and our point gets made with a big ol’ exclamation mark. So without further ado, here’s our list of the Top 5  VFX Client Stories of 2013. No order, just work we are proud of.

1. Fabric Software Becomes a Name

Context: Fabric Software (formerly Fabric Engine) has designed an amazing framework for building custom 2D and 3D applications for production pipelines. It basically makes it so studios can do high-performance coding without hiring an expensive expert to do it. The amount of time and money this saves is quite extraordinary, which meant we were staring at a scenario where a company that should be an industry big shot, wasn’t yet. So we contacted fxguide and set up an interview.

The story: Coordinated to debut right before SIGGRAPH, the podcast interview helped make the company (which also announced that former Autodesk SVP Marc Petit was going to be their new Chairman of the Board) a big topic at the show. A good example of how the right timing and the right platform can make a big difference.

Listen here:

2. PipelineFX Shares 10 Years of Wisdom

Context: If you’ve ever talked to Richard Lewis, CEO of PipelineFX, you quickly learn that he knows a lot. Architecture, martial arts, fitness – he has breadth. But it’s around the subject of render farm management – a niche his company has been at the top of for the last ten years – that he really shines. At Liaison, we always want to trumpet other people’s expertise. Giving it to the community helps everyone, especially when someone is able to articulate it so well.

The story: To get Richard’s information out there, we partnered with CGW on a write-up that would detail the key developments in render farm management over the last 10 years. Yes, there are some controversial opinions in there about cloud rendering, but that’s not why you should read it; the real story is that Richard basically gives a roadmap for where rendering is going and how companies can save money in the future. It’s smart, accessible, and interesting. Just like Richard.

Read here:

3. Wacom Helps Students Become Job-Ready

Context: Employers care about how students are learning because they want them to be prepared for what they are about to throw at them (muhahaha). Students want to know what tools other students are using because they want to assess their own war chest. And then there’s Wacom, who really just wants students to have an easier route to their designs. Which is pretty great since it allows students to become well-versed in an industry standard.

The story: One day Wacom told us about a woman named Gemma Reeks-Coad, who turned her Capilano-honed animation acumen into a job at a company that produces online learning videos for small children (Cackleberries Entertainment). We mapped out Gemma’s path in a case study and worked with Animation Magazine’s education editor to turn it into a print feature. Like most customer stories, this provided Wacom with an interesting way to show how they are making an impact, while allowing the contributor (Gemma) to look like a star for the price of a little bit of her time. Win-win.

Read here: DL link

4. Imagination Technologies Makes Raytracing Relevant

Context: Even though many understand raytracing to be a more physically accurate way to simulate graphics, it was viewed as an older technology. One that had been exhausted because of the current limitations of hardware and machinery. When you compare it to conventional raster graphics, there's no way a designer could find it helpful, right? Not so fast. With Imagination Technologies' algorithms and the acceleration of the cards, the company brought a new found speed to the process, allowing for a practical use of raytracing.

The story: What’s the truth worth if no one is saying it? Luckily we were able to convince Jim Thacker, a respected industry voice/news editor for CGChannel, to take another look, and what he found surprised him. Credible sources giving positive feedback is always a boon for a client. Sometimes you just have to put the pieces in front of the right person. This was an example where that worked out oh so well.

Read here:

5. Chaos Group: A Big Piece of the Puzzle

Context: Every client wants to be in the trend features. Why wouldn’t they? It says a lot if you are there, and even more if you aren’t. For a client like Chaos Group, they are used to being in these features, as V-Ray, their rendering toolkit, is used throughout the VFX, arch-viz, and industrial design industries. So if inclusion is a definite the goal then becomes: “how do we make sure the press has access to the right information for their write-up?” The answer: you seed the press with the best possible sources.

The story: fxguide’s “State of Rendering” feature is one of the most popular posts this popular site does every year. In it, they run down all the trends, new developments and critiques you’d expect from a feature with such a lofty name. Our job was to make sure that they knew exactly where Chaos Group was going and what they had to offer right now. What resulted was an informed and fair analysis that cast V-Ray as a high-powered artist tool that helps drive the space. I believe that’s Chaos’ messaging down to a tee.

Read both parts here:


Well that wraps up our top 5 for our VFX team. Hope you enjoyed them, and expect to see a lot more content, news and opinions coming from us and the clients we care about in 2014.