MPC, a Technicolor Creative Studio, has hired William O’Donnell, previously of Accenture, to serve as head of Digital Twins, an evolving offering focused on servicing high-end brands across the automotive, fashion, electronics, architecture, CPG, and beverages industries.
Digital Twins are photo-realistic digital iterations of a brand’s assets such as products or brand mascots. These digital assets, unlike traditional CGI assets for commercial advertising, have limitless render possibilities across multiple media platforms including augmented and virtual reality, desktop retail, social media, game environments, broadcast and print. By creating a digital asset once in 3D virtual space, a brand can then use it to generate content across any media platform in any format across their growing digital eco-system, saving time, money, and environmental impact.
Brands will be able to re-create all their existing, and potential products in 3D space, hosting them in a “virtual workshop” to be used for any media platform or asset at any time without re-shoots, ensuring continuity at scale.
O’Donnell brings 20 years of digital experience to MPC, the last 10 focused on 3D asset creation at scale. He spent five years at Mackevision as account director overseeing the Mercedes-Benz 3D Fleet production for North American. When Mackevision was acquired by Accenture, O’Donnell served as a 3D content creation SME (small and medium-sized enterprises) for a variety of clients in the retail, automotive, fashion, QSR and beverage verticals.
William commented, “I joined MPC because of their unparalleled reputation for visual excellence. By investing in expanding our Digital Twins offering, we are providing a premium service, at scale, powered by over 40 years of best-in-class VFX artists. Many creators of Digital Twins either lack the capacity to produce at scale, or the capability to maintain top quality visuals; MPC can provide both.
“As the digital content market evolves and brands explore the next generation of the internet, we will look to collaborate with other Technicolor Creative Studios to ensure we remain at the forefront of innovation and exploration within The Metaverse, of which Digital Twins play a key part.”
O’Donnell will be based between London and New York studios supporting the capability globally.
