MAXAM Tire is a well-known industry leader in the specialty tire manufacturing and distribution business. From a product standpoint, their reputation preceded them both inside and outside of the U.S. Their request from Sprout Viz, was to help them communicate that expertise via their online presence.
As with any CGI-focused project, we first requested all of the existing CAD files for the relevant tires. The auditing process is our chance to assess—and really ask detailed questions—about what we’re working with. Discovering and mitigating any CAD issues at the outset is essential for producing well-built, high-fidelity CAD assets efficiently downstream.
Once we completed our audit and confirmed the scope of what we needed to create, we worked with the client to capitalize on the opportunity spaces. Sure, a well-composed, high-quality image is going to get the attention of a buyer—but what separates an “image of a tire” from an “image of a MAXAM tire?” After producing a successful first-in-series image across all of the required renders, we turned the table to ask some questions. Does this logo placement reinforce the brand best? Can we remove some of the seam lines on selected tires? How does the steel band on the inside of this tire look? Answering these questions really improved the final output as it heightened the client’s awareness of product details they had taken for granted.
By the time we were finished with the images, the client was chomping at the bit to get the images online and in front of their buyers and customers. During the course of the project, we had helped them with much more than just the requested renderings: we updated their CAD, created color explorations for a cutaway view, and provided the creative direction needed to activate their inputs to the process. We pride ourselves on meeting our client's immediate needs, but we also like to anticipate future requirements. That way, if their brand or product strategy shift down the road, we’ve given them the tools to be able to adjust as needed. Since project completion, MAXAM’s online sales and our partnership with them have increased tremendously.