High Performance Technology Brings Superman to Life

You may have heard. Superman is returning this summer after a five year hiatus. As movie goers no doubt will crowd the theaters to see the Man of Steel, some may view an animated commercial in the theater prior to the movie touting limited edition Superman-inspired computers manufactured by Alienware®. The advertisement is the brainchild of Alienware and Battle Medialab, a small advertising firm based in Boca Raton, Florida that was given the opportunity to create the 30-second spot. Thirty seconds may not sound like much, but any creative director will tell you that a 30-second animated commercial can amount to hundreds of hours of work.

So what's behind this commercial? Creative minds and powerful technology.

Wanted: Superhero Computer

With approval from Warner Bros. Pictures, Alienware was given the unique opportunity to develop individually-numbered Alienware Area 51® Superman Edition notebooks and desktops. The launch of these systems allowed for short commercial spots in select theaters prior to the Superman movie. With a deadline of only six weeks, Alienware challenged Battle Medialab to develop a high-definition, animated commercial worthy of being showcased immediately before the Superman tape began rolling in the theater.

Like most advertising firms, Battle uses multiple PC platforms for different functions. However, with its current computer systems, rendering the 3D animation models would take hours and a finished product ready for editing would take weeks or cost double to have it outsourced. Adding to the challenge was the fact that high-definition resolution couldn't be achieved with the existing systems. The commercial would have to be a degraded version of high-definition, or created in standard-definition then transferred to a different machine to convert it to high-definition. Battle didn't have the luxury of time.

Battle determined an investment in a high-end system would help it lower costs not only with the Alienware commercial project, but with future projects requiring similar quality on a tight deadline. The firm analyzed many systems, but only one would end up saving the day.

Speeding Bullets and Powerful Locomotives

Battle didn't have to look far to find a system capable of fast performance, quick reaction to commands, high-definition graphics and 3D functionality. Alienware fit the model perfectly, offering a customizable, flexible system with powerful components that could easily tackle the most challenging graphics project.

Two Alienware MJ-12® 7550a workstations were selected with dual AMD Opteron™ Processors, Microsoft® Windows® XP Professional and a 24-inch screen for the best viewing of high-definition resolution. Working directly with Alienware engineers, Battle was able to customize many components, such as adding 8 gigs of RAM per machine, building a tailored system unlike any other currently offered on the market at that time. The advertising firm purchased 1-Year AlienCare Toll-Free 24/7 Phone Support with Onsite Service.

All of Battle's most intensive graphic applications are run on the new Alienware computers and the company can now complete every aspect of a project in-house for more control over deadlines, quality and costs. “The Alienware systems give us an all-around media production workstation,” said Rod Molina, technology director for Battle Medialab. “We use the system for 3D modeling and rendering as well as compositing, editing and DVD creation - all with high-definition resolution maintained throughout the entire process.”

Molina explained that each second of a commercial consists of 30 frames that each needs to be rendered. Using standard system, each frame would take an average of an hour render. “For the 30-second Superman commercial as an example, it would have taken us 900 hours to complete the rendering, let alone the editing,” describes Molina. “The Alienware systems enable us to render a frame in as little as five minutes. They increased our productivity by reducing our rendering time from two weeks to only three days, saving us and the customer money, and allowing us to deliver a high-quality finished product in a fraction of the time.”

An added benefit of the faster processor is that edits can be made with little hassle compared to a standard system with a slower processor. Molina says minor tweaks to a frame were previously discouraged simply because of the time (costs) and effort required using a standard system. “The processing speed and memory on our Alienware workstation has actually boosted our creativity because the editing process is so much easier,” he said.

Roll Credits

The Alienware workstations are a welcomed addition to Battle's diverse platform. Molina reports his systems have performed flawlessly since installation. He appreciates the direct line to Alienware technical support, but has yet to use it. “Our systems are impressively reliable,” testifies Molina. “Alienware performed rigorous process controls before we received the systems, ensuring we wouldn't have to do any troubleshooting ourselves.”

Alienware is pleased with its advertisement that was produced within budget and within its six week timeframe. The commercial is a testament to the results that can be achieved when using a high-performance system with the right level of component sophistication.

Like Superman, Battle is ready for any challenge that comes its way. “Thanks to our Alienware technology, we are better equipped to service our customers and their needs,” said Michael Murphy, communications director for Battle Medialab. “Although we are a small firm, our Alienware technology gives us the 'superpower' to conquer the multi-media world.”