GearBrain wasn't able to make it out to this year's Cannes Lions Festival but luckily we were able to learn about one of the Innovation Lions Award winner, The Mill. They have created the first fully adjustable car rig which can create photoreal CG cars. This is big. This new technology will have a big impact on how auto manufacturers will be marketing cars.
How does it work? According to The Mill: "The Mill Blackbird is able to quickly transform its chassis to match the exact length and width of almost any car. Powered by an electric motor, it can be programmed to imitate acceleration curves and gearing shifts and the adjustable suspension alters ride height, rigidity and dampening to replicate typical driving characteristics."
Impact: this new technology will allow a car manufacturer to create marketing material (videos) for their new car line virtually, simulating each car's length, width, wheels, and driving dynamics. The savings on time and production costs could be enormous, especially knowing how much is spent producing these television commercials. No longer will manufacturers need to have a car shipped to a location to be filmed driving. It can all be done virtually!