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(music playing) Scott Croyle: Everybody has been in a meeting where their phone is ringing, maybe with their manager or maybe with the CEO, and it's kind of embarrassing, or maybe they are at the dinner table and it's ringing. There are two elements that are there. One is we are using the proximity sensor to basically say I'm either face down or I'm in someone's purse and now I notice I have been picked up, what's going to happen next. And it realizes that I'm either coming out of the purse.
So I should reduce my volume level or I'm picking it up and turning it over. So I just sense the state change. So you put people in the shoes of something that they can relate to and they are immediately sold on the idea that, oh, I get the feature. Of course, it should do that. So it starts with a simple storyboard and once we've identified that this is a key feature, it's just a matter of going and sitting down with the engineering team and saying how can we do this? All of a sudden, with that cool idea you get the engineers wanting to solve the problem.
You get the design team wanting to solve the problem. You get the management team wanting to solve the problem. I think it's that sort of getting people excited about how you can solve somebody's big issue. That's really I think the importance of visualization is that now instead of one owner within a organization trying to champion it, now all of a sudden you have a lot of owners trying to champion it. Jonah Becker: I think one of the key things or key parts of the process when we were developing the periodic table is actually going and prototyping and using the PreViz process to validate that it was a good idea.
It's named that, because it's this interesting combination of sterling silver and reclaimed wood. We start looking at the idea of building this table and looking at the history of tables and what else has been out there and you start to see this very typical construction that, you have these metal legs that provide the structure and support, then you have the wood surface because it's just a nice thing to touch. You start looking at these elements that are stuck together in a traditional construction and then for us we said, well, maybe it's worth exploring. Can bring those together in an interesting way? Can you make wood that looks like a metal or metal that looks like wood? The optimism was that you could take this natural material that's difficult to control and take this metal that is typically used in more industrial process and bring those together in a way that's very seamless.
So for us it was really about going in and finding lots of different people who have the ability to apply wood. It's not really a plating technique, but it's similar to it and really just bringing lots of different pieces of wood, different types of woods, trying different types of metals, and getting small samples. I mean, the end result is a very large 400-pound table, but we started off with little box of wood and lots of them and lots of different vendors and different processes and finally to get the result that we wanted. We wanted these things where it's very tactile.
It's very much based on the materials and the quality of materials. Often with digital visualization techniques, you can't really capture that materiality. The funny thing is the guy who has the business who ended up doing it had done the Victoria's Secret runway shows. He had a silver plated a lot of their lingerie that they're wearing on the runway shows. So he is the one who was not afraid of plating nontraditional things. Typically, people who are working with these sorts of processes are used to doing parts on motorcycle and car bumpers and things like that and he was very much experimental, which really helped us drive the process and the prototyping in the PreViz process to get to the result we wanted.
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