Jørgen Clausen, Silverstream Technologies:
"3D animation helps us massively"
Jørgen Clausen (Regulatory Affairs and IP, Silverstream Technologies) decided to use 3D animation to help explain and sell the company's air lubrication system. From idea to execution; learn how Silverstream approached the project and identify key considerations you should undertake if you consider running your own animation project.
Why did you consider making a 3D animation project?
"On paper, the basic principles of our air lubrication system for ships are rather straight forward. However, as our system has a significant ON/OFF element, we felt the need to demonstrate that functionality more clearly."
What did you know of 3D animation before you started the project, and how did you approach it?
"3D animation is commonly used at industry fairs and that sparked the idea. We believed that our product could benefit from that, as it visualized our technology in an easy to understand way."
The air lubrication system explained on a container ship
Screenshot showing particle simulation used in 3D animation
What were your expectations?
"To make sure that potential clients and other partners get an immediate and deeper understanding of how our system works."
How did you identify your partner, and how did your partner help with the framing of the project?
"I’ve got a business partner in the visualization industry, and he showed me various opportunities to use 3D to explain and convince. We were advised to ensure that everybody in our team were on the same page regarding how it should look before starting the project! We also learned that the duration of the animation is extremely important. It can be a good idea, already at an early stage, to consider making a long and a short version, as these will have different applications."
What did you need to do internally? Did you involve top management?
"Top management was involved from day one. The entire team was asked for input and thereafter one person was delegated to manage the project. We started out making a very simple dummy video – on an iPhone – describing how we envisaged the animation should be. We believe that this approach helped and speeded up the process."
How did the project run, and which timeframe should one expect?
"As the project progressed, new ideas evolved and you should also allocate time for that. You should anticipate that a project would run for 2-3 months, depending on the scope."
The effects on fuel savings and shaft power explained
Noah Silberschmidt, CEO, uses the 3D animation to explain efficiency improvement
Was the final result up to your expectations?
"It fulfilled our expectations 100%."
How do you use the animation film in your market and sales approach?
"We use the animation actively during presentations, at fairs and on our website."
What have been key business benefits?
"That we ensure that after 2-3 minutes potential clients/partners get a very clear picture of what we do and what our technology would do for them."
Have you progressed to make another 3D animation project?
"Yes, we decided to order another animation that showcased the technology on a different vessel type."
Finally, what would be your recommendations if someone considers ordering a 3D animation project?
"First of all, consider if an animation would help people better understand your business, technology or product. If this is the case, an animation is a fantastic tool that can be applied at all levels in a company, internally and externally. For our product, this was the obvious solution."
Here you can see the two 3D animations that helped Silverstream Technologies so massively: