San Mateo, Calif. -- Nov. 6, 2006 -- Luxology® LLC, an independent technology company developing next-generation 3D content creation software, today announced that modo™ was used by Vancouver-based visual effects company, The Embassy, for the new GMC Yukon spot, “Respect.” Praised for its speed, stability and pipeline compatibility, modo was used extensively throughout the commercial‘s production. “Respect” is airing in Europe and the Middle East, and portrays two inquisitive robots as they explore and marvel at the GMC Yukon‘s impressive new features.
The Embassy initially used modo to model props for pre-visualization and to create a virtual set that was used as a reference for constructing the actual set in Dubai. Paul Copeland, lead modeler, used modo to define the initial shape and character of the robot. Using modo and other 3D applications, The Embassy team made dozens of revisions to the individual robot components to transform it into an intriguing character with personality.
“The design of the robot was very important and we needed a tool that would allow us to make fast and timely revisions based on the director‘s feedback,” said Tristam Gieni, visual effects supervisor. “Using modo I was able to quickly assemble, tweak and render beautiful stills that I could present to the director on a daily basis. Running modo on my Macbook Pro I could show updated builds of the robot, zoom in on the robot‘s fine details or quickly render various details for the director‘s review and critique.”
modo‘s ability and accuracy to handle exported builds from the various 3D packages was also essential during the R&D process, which required that The Embassy maintain both high-resolution and low-resolution versions of the robot that could be used to create a motion capture and key-frame friendly rig for the robot and setting up final renders for output via Lightwave 3D.
“modo is a joy to use, and it addresses a lot of shortcomings we have experienced with other software,” continues Gieni. “We‘ve been using modo at The Embassy for some time, and as the application evolves both in features and workflow, it is becoming increasingly relevant to our methodology.”
The Embassy‘s Tristam Gieni served as visual effects supervisor, collaborating with the creative teams at Leo Burnett, Dubai, Spy Films Inc. and The Talkies, to create the CGI robots and GMC Yukon. The :45 GMC Yukon spot was directed by Trevor Cawood for Leo Burnett, Dubai and produced by Spy Films Inc. and The Talkies. The music house was Grayson/Matthews. The GMC Yukon spot is currently airing in Europe and the Middle East, and can be viewed online at
. Still images from the project are posted on Luxology‘s website at
modo is an innovative 3D modeling, painting and rendering software designed to accelerate the creation of world-class models, associated color and normal maps, and ultra high-quality renderings. modo‘s modern workflow and advanced toolset easily deliver enhanced productivity for 3D artists working in game development, film visual effects, video production, graphic arts and design visualization. A free 30-day full-featured evaluation version of modo is available for immediate download from
About The Embassy
Founded in 2002 in Vancouver, Canada, The Embassy Visual Effects Inc. was formed by award-winning digital artists. The Embassy team has worked on a variety of visual effects projects with production companies in the United States, Europe and Asia. For more information visit the company‘s website at
Based in San Mateo, Calif., Luxology® LLC is an independent technology company developing next-generation 3D content creation software that enhances productivity via artist-friendly tools powered by a modern underlying architecture. Founded in 2002 by Allen Hastings, Stuart Ferguson and Brad Peebler, Luxology is home to some of the top 3D engineering expertise in the industry. More information on Luxology, its flagship product modo™, a gallery of artists‘ images and the active modo community is available online at
© Copyright 2006 Luxology LLC. modo is a trademark of Luxology LLC., in the USA and/or other countries. All products or brand names mentioned are trademarks or registered trademarks of their respective holders.