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Kiwi MotionPrint imaging company, Outer Aspect, has developed a successful international niche market by applying innovative technology to create 3D imagery – including commissions to showcase the artwork of Renoir, Van Gogh and Salvador Dali
One of Outer Aspect’s recent successful productions was a 3D image of Renoir’s famous Boat Scene painting, which has been entered for this year’s NZ Pride In Print Awards, but that is only the tip of the iceberg for a company which has taken Kiwi ingenuity to the world market.
“The Renoir posters were produced for the Philadelphia Museum of Art Retail Store who framed them as limited edition artwork for sale to members and the general public visiting the museum,” says Outer Aspect marketing executive Sharmila Patel.
“But we have done similar jobs with other major works of art. We have done posters, postcards, fridge magnets, Cinderella stamps and cups for museum retail stores of Benjamin Franklin, Manet, Renoir, Van Gogh, Frida Karlo and Salvador Dali to name a few.”
The Renoir story is typical of how Outer Aspect brings the work to NZ from offshore, says Sharmila.
“We were commissioned to reproduce this piece of art in 3D. We were supplied a colour-corrected digital image from the museum which was taken from the original artwork. A week was spent in-house on the image to create depth applying a 3D effect through digital image mapping and image generation techniques.
“The finished image was printed directly to the reverse side of the lens using our imaging process, and a laminate was applied over the top of the printed product to protect and provide further opacity. The end result was the painting reproduced in high definition 3D.”
Feedback from the client was excellent – “Given the client has been working with us for many years, they have been able to plot our continued development, innovation and reinvestment into our process. They felt very strongly this image was yet another milestone in innovation we have achieved, and where very excited with the results,” she says.
Outer Aspect has now developed a wide range of international clients to which the technology is applied. These range from museums, FMCG markets, out of home media, security products such as postal stamps through to individual photographers and artists.
“We are getting more innovative with our technology,” says Sharmila. “We can now transfer direct high definition video footage onto print using up to four seconds of video. A butterfly image we did, which was also entered into Pride In Print, uses actual HD footage of the butterfly flapping its wings. We did this for our own marketing material to show FMCG agencies around the world how our innovative technology can be applied”
Outer Aspect was founded in 1994 by Jonathan Moon, who trained in traditional laser-based holography. The “MotionPrint” technology was born from this background due to its high visual appeal, ability to produce multi colours and potential for broader usage and acceptance.
Since then Jonathan has spent 14 years constantly developing and innovating this technology and building an organisation that can commercialise these innovations.
Now, Outer Aspect’s Head headquarters are in Auckland (New Zealand), with staff in the USA, Australia and Europe.
About 90% of the company’s work is exported worldwide and 40% of profit is re-invested back into innovation. For this reason, 10% of staff are dedicated to developing market innovations.
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New Zealand’s growing reputation within Hollywood movie circles has been further enhanced through the decision of Warner Bros to award Superman Returns promotional work to Auckland’s Outer Aspect.
The MotionPrint Imaging company’s previous performance in this export market niche saw it entrusted with what was a technically-challenging “lenticular” (holographic) job ahead of international competition, explains Outer Aspect director Jonathan Moon.
“The Superman cards were used for a two-disc special edition DVD,” he says.
“DVD covers are stored on shelves, therefore a side-to-side effect is required to show the changing image as consumers walk past. In this instance, a three-flip effect was used whereby the Superman ‘S’ symbol, Clark Kent and Superman in character flying images literally switch from one to the next when viewed independently from different angles.
“Outer Aspect worked closely with Warner Bros to locate the best art for this effect and made several options for their marketing department to evaluate. Once approval was provided, we then manufactured on our custom lens design substrate, and carried out all export shipping logistics to Warner Bros.”
Mr Moon says this 354-microns-thin substrate delivers “full motion video” without the need for batteries or external power supply.
Outer Aspect’s commitment to quality and constant research and development has seen it develop a strong presence in the export markets in which it operates, says Mr Moon.
“Continued market innovation is a key to our success in a global market.
“In-store sell-through rates have increased significantly when our clients adopt our methods and standards. Our clients within the entertainment industry tend to be able to pre-sell their entire consignment to their retail outlets on the strength of incorporating our technology with proven box office success.
“We have found in the past that by the time we deliver, they have already sold the number of covers we have produced.”
Outer Aspect will learn if it has won a Pride In Print award for the Superman job when this year’s winners are announced at the Christchurch Convention Centre on June 15.
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Christchurch, New Zealand - 2007
The Pride in Print awards recognises the achievement of excellence and quality in New Zealand Print. These awards continue to encourage more and more companies to enter each year “the bigger the base of participants, the more we are able to represent and reflect the standard of printing processes throughout the industry”.
And the results are in for 2007…
Auckland based company Outer Aspect were recognised for their security printing, export and digital printing with the awards presented as:
Highly Commended – Outer Aspect Business Cards
Gold – Cars DVD
Highly Commended – Meshuggah CD
Highly Commended – Space
Outer Aspect’s expertise is in all aspects of lenticular technology and is clearly demonstrated in the range of unique lenticular applications they have developed. This expertise in such a nieche market has been recognised world wide and is shown in the awards won for its global clientele.
Outer Aspect’s high presence across the globe allows the company to continues to exploit new market opportunities. Company Director, Jonathan Moon stated “continued market innovation is a key to our success in a global market”.
MotionPrint Imaging company, Outer Aspect has been producing lenticular images for over a decade. Through innovative techniques Outer Aspect continues to break new grounds by producing innovative applications; it is the sole core of the business.
For press inquiries contact:
Sharmila Patel
Marketing Executive
Email: sharmila@outeraspect.com
Ph: (+64) 9 360 6840
For Pride In Print inquiries please contact Awards Manager Sue Archibald (021) 663-881
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