Arnold is Autodesk’s render engine. It’s chosen by highly skilled 3D and VFX artists who build static or moving 3D images, and then render them out using Arnold.
To increase subscribers to Arnold, Torpedo created three landing pages, specifically targeting customers of Houdini, Cinema 4D and Katana. The message was clear, simple and confident, “Arnold is tailored to the unique workflows of artists – regardless of the creative tool they use”
View all of the pages at the following links:
We targeted production companies for games, films and TV. The pain points that Arnold hits are technical. It’s particularly brilliant at rendering notoriously difficult details – smoke, fire, hair strands, light gloss off the eyes, etc. All the things that, if you get them wrong, are a dead giveaway you’re looking at CGI.
We knew the web pages needed to be visually immersive as our audience places great value in visual craft. To get Autodesk’s buy-in, Torpedo’s UX team produced demo videos of the pages to show how these elements would work and we ensured our final creations had these eye-catching details – sleek scrolling animations and smooth hover states, etc. We also included subtle colour matching in the details of each page – utilising the colours of the software logos that the artists are familiar with.
The biggest challenge was tracking down outstanding artist imagery for the renders. The creators needed to: a) be genuine Arnold customers and b) give permission to use their images.
