A still from the emotional press film for BMW Formula E. Technology transfer from racing to series.
Modus X: Munich’s 3D-manufactory It’s the daily challenge for Modus X to visually explain highly complex technical products and processes and to make them emotionally accessible. Time and again, however, the specialist for CGI and 3D masters this art brilliantly – and with a great deal of creativity. TEXT: MARILENA STRACKE I PHOTOS: MODUS X
When Modus X-founder Reinhard Wespel studied architecture in the ‘90s, computer aided design and construction, short CAD, experienced its first boom. For Wespel, who always had a passion for film, it made sense to specialise in the new medium as it presented the perfect connection between technical understanding and moving image. In 2000, he founded Modus X, a company for technical communication. Today, his creative workforce of seven successfully creates 3D-visualisations for big clients such as BMW, MAN, Lidl and MINI. Modus X is the right partner when it comes to visualising complex technology in an emotional way that is easy to 84 | Issue 77 | August 2019
grasp. Through an exciting film, comprehensive technology can be experienced and understood by a regular audience. The team has to fully comprehend complex technical concepts down to the smallest detail in a short amount of time. Only then are they able to present it accurately and visualise it creatively. Often, they have just the construction data to work from, and Wespel emphasises that there are many creatives who are computer-savvy, but not very many who also have a technical understanding. “We see ourselves more as a manufactory and not just as an agency. The difference is that we don’t follow hierarchies here.
Everyone is involved in every project. For example, we don’t hire a scriptwriter and haven’t employed someone who’s just focusing on that,” Wespel explains. “Of course, we have employees specialised in certain subjects, but generally, everyone here actively thinks and contributes to each project. That means that our clients always get the full overview when they call. This results in a very close relationship to the production and ultimately to the product – for us as well as for the client. Naturally, every project has a limited budget, but Modus X always finds an individual solution. “In the end, we want everyone to love our film. If the budget doesn’t allow a costly production, we find a solution which feels right for the client. Thanks to short distances within our company, funds never go into a complex internal infrastructure.” www.modus-x.de