We approached AGCO in 2009 with the proposition of moving away from conventional photography and using their CAD data as a replacement for creating marketing material. We sat in that initial meeting and told them all the things they would be able to do if they gave us their data to work with. No weather delays, no waiting for prototypes, or not being able to do marketing material because the machine was not done, or was done but at the wrong time of year for a certain crop they needed to show. They idea was met with A LOT of skepticism, and by the end of the meeting we simply said “Give us one machine to work with. We’ve said a lot of things today, but don’t let us tell you…let us show you.”
The following week we received data on one machine, and it was time to stop talking and time to start doing. Two weeks later we went back to AGCO with a plethora of sprayer images showing them all of the things we were capable of doing with their engineering data. We showed them line art for catalogs, location shots in an array of different crop types and geographical locations, studio shots, technical illustrations, and animation.
Sample presented in the 2nd meeting showing our range of “look and feel”
And that everything CGI is not plastic/shiny and can be a piece of fine art.
The second meeting was a tremendous success! We had SHOWN them what was possible, and they began to believe that this was actually a viable solution to the creative problems they were facing. We left that day with the task of putting this concept to real use on the 2009 RoGator catalog.
Images from the first catalog
When we delivered the first RoGator catalog, any questions or doubts about this process were put to rest for good. The catalog was such an enormous success that they gave us the TerraGator catalog and more individual images to work on for various ads and marketing materials. We even worked on prototype models of future tractors that haven’t been built yet. After months of doing real work for RoGator, TerraGator, and now Massey Ferguson, we were invited to present at the AGCO global summit to share this concept with the global brands.
Example of an Ad created
Presentation video for AGCO global summit
AGCO now has a “virtual garage” containing multiple images of their many brands like RoGator, TerraGator, Challenger, Massey Ferguson, and Spra Coupe that are ready to go at a moment’s notice, and as we finish up the 2011 catalogs, we can look back and be proud. The saying “help me to help you” fits perfectly into this scenario. We were not only able to do some fantastic fun work and meet some great people, but we truly believe that we have solved creative problems and put AGCO on a path that will serve them enormously in the future.