Why is previsualization important for automotive?

(music playing) Peter Falt: Power of PreViz. Well, for one specifically in the automotive industry it's about emotion more than any industry that I have seen and the whole point is to pull the heartstring and to create an emotional reaction that merits want to know more. That's exactly what it's about. Laurenz Schaffer: In the creative role we are handling a complex set of implications that are determining solutions in a very different manner. So, for example, if you change a topic around consumer values or a topic around technologies or a topic around business model. What influences does that has on solutions then and how can you can determine this factors very early on again? Peter: Well, I'd say more than ever it's just about context. So the why. Being able to answer the why question early on. Why is this relevant? Why is this different than that? Why is this position us as a leader? Why would we do this overall? So the more we put in there, the why, in the context that's what they need to know. We know the critical questions that are going to be asked. You just prepare for them and then illuminate them. Alec Bernstein: I think one of the biggest things to watch for here is we get very robust 3D data very early. And they tend to look like existing products when they're still concepts. So managing the fidelity is a big a part of what we do and sometimes that means making it less realistic, not more realistic so that it can be understood as an idea. Laurenz: We have more requirements that influence the creative process. Designers, creative people, and in our mind are moderators of the different interests. So you need to understand how you manage these implications to come to the best solutions, not to the best compromises necessarily, but to the best solutions.