Fellow LA Wins at Collision Awards
Fellow LA recently completed a 1:45 minute CGI video for Aeva, a leading company in the development of Lidar technology for automotive applications. This video was created to showcase Aeva's latest innovation, the Atlas sensor, at CES 2024. Watch it here. The production company was responsible for the entire creation process, from concept to final render. The video is divided into three key sections:
1. The Device: The first part focuses on the Atlas sensor itself, highlighting its miniaturised design and advanced technical specifications through detailed CG animations.
2. Integration: The second section demonstrates how the Atlas sensor is seamlessly integrated into vehicles, including both cars and semi-trucks.
3. Real-world Application: The final section presents a car navigating through various scenarios, emphasising the real-world applications and features of the Atlas sensor.
This project was crafted to not only inform but also visually captivate an audience at one of the most significant technology showcases in the world, the Consumer Electronics Show (CES), which takes place every January in Las Vegas, attracting global attention, from consumers to investors.
This project was also recognised for its excellence, earning two Silver Collision Awards: one in Marketing and Communications - Best 3D/CG Animation, and another in Marketing and Communications - Automotive.
Aeva, based in Mountain View, California, is a leader in advanced sensing and perception systems. They specialise in 4D LiDAR technology, which uniquely detects both the position and velocity of objects, offering significant advantages for autonomous vehicles. Their latest innovation, the Atlas sensor, is the first automotive-grade 4D LiDAR designed for mass production. Compact and efficient, it’s set to play a pivotal role in the future of vehicle automation, with production expected to start in 2025.
The Atlas sensor video was created as part of a longstanding collaboration with Aeva, where Fellow has been producing a variety of content for them over the past five years. This specific project was commissioned for Aeva's presentation at CES in Las Vegas. The video not only showcased the Atlas sensor but was also adapted into multiple deliverables for their website and B2B materials.
Fellow LA’s relationship with Aeva has been built on a diverse range of content, including live-action interviews, product demos, and full CGI videos. Marcelo Petrella, partner and live-action director at Fellow, explains, “Our expertise across various execution disciplines has been key to approaching each project with Aeva from a fresh perspective, all while maintaining their brand voice. From documenting their processes in labs and factories, capturing testimonials from key executives and partners to producing commercial-grade automotive shoots with vehicles equipped with Aeva’s technology, we have developed a comprehensive suite of content that meets Aeva's communication needs across various platforms.”
The production of the Atlas sensor video presented some unique challenges, particularly because it was a fully CGI project. One of the key challenges was accurately depicting the product and its features in detail without revealing sensitive intellectual property. This required a careful balance between technical accuracy and creative visualisation.
For the integration of the device into vehicles, Fellow LA aimed to create a scene that was both visually appealing and easy to understand. To achieve this, the team opted for a minimalist, lab-like environment in the second section of the video, which effectively communicated the integration process without overwhelming the viewer with unnecessary details.
Fellow LA assembled a specialised team to tackle each aspect of the project. This included experts in CGI product rendering, who brought the necessary electronic knowledge to ensure the visuals were realistic, as well as specialists in automotive rendering, like The Scope, who were instrumental in crafting the third section of the video featuring the car scenarios.
The collaboration with Aeva was smooth and efficient, thanks to the trust Fellow's team had built with their decision-makers over the years. Aeva's confidence in Fellow's creative vision allowed for the freedom to execute the project in a way that best showcased their technology while protecting their intellectual property.
Fellow LA's Vincent Wauters said, "We're always excited to take on new projects with Aeva because we've developed a deep understanding of their process and brand over the years. They’re a client that truly values our creative and visual ideas, allowing us to push the boundaries of what's possible. I think it's evident in the work that we genuinely enjoy collaborating on these pieces."
For this project, Fellow LA's creative vision was centred around adaptability and clarity. The team aimed to design a video that could seamlessly transition across various screen sizes and scales, ensuring it would be effective in different contexts, whether at a large trade show like CES or on a smaller digital platform.
In terms of design, Fellow embraced a clean and minimalist aesthetic. The goal was to make the key messages clear and easily understandable, avoiding unnecessary complexity in both the visuals and the narrative. This approach allowed the team to highlight the Atlas sensor's innovative features while maintaining a sleek and modern presentation that resonates with Aeva's brand identity.
The Atlas sensor video was officially launched at CES in Las Vegas, where it was a key part of Aeva's presentation. Beyond CES, the video is being utilised across various digital platforms, including Aeva's website and social media channels, as well as in direct B2B presentations. The content is designed to be versatile, ensuring it effectively communicates Aeva's message whether viewed on a large screen at a trade show or on a smaller screen in a more personal, business-to-business setting.
