CRAVING DIGITAL (Formerly known as Happy Finish India)

Invisible Influence
Executive Summary: This document helps you to get a fresh perspective on capabilities and impact Craving
Digital brings to creative production especially in the automotive industry.

About Us
Craving Digital is one of the world’s most influential creative production houses which has emerged as the partner of
choice for world’s leading automotive and non-automotive advertisers and brands.

Our network of offices across – London, Mumbai, Portland & Los Angeles works with some of the smartest brands and
creative thought leaders in Agency space.

We create bespoke solutions which are at the cutting edge of creativity & technology.

Clients opt for us to help them Produce the future of their digital content requirement which unlocks Omni channel
visibility and offers the winning edge.

Our Mumbai office started in 2011 and for the last decade has been helping Indian brands and agencies to seamlessly
travel on the digital content journey which starts with a basic digital asset in 3D space and unfolds a myriad universe of
multi-channel content/format and resolution.

We call it “Producing the Future” for our clients.

Client Universe
 CD SOLUTIONS
1. Photographic Retouching
Craving Digital has some of the most renowned and expert retouching artists with specific focus on Automotive photography &
composition.

Delivery Format: tiff

Automotive Retouching Reference

2. Computer Generated Imagery

We take pride in our Autodesk experts handling the entire workflow of CG modelling, lighting, shaders, textures and renders that are
photo real.

Automotive CGI Reference

Delivery Format: Layered PSD – RGB + CMYK

3. Animation & VFX

Our team of in-house and buzz team (CD collaborative framework) work magic on motion & CGI assets to help with turntables,
configurations & make believe effects in animation

Automotive Animation Reference

Delivery Format: mp4 / mov / or any agreed format.

4. Live Action
Some of our recent work has stormed the net. Our services start from Concept, Scripting, Casting, Director, DOP, & complete post
production services.

Automotive Live Films Reference

Delivery Format: mp4 / mov / or any agreed format.

5 .Interactive & Mixed Reality

Craving Digital has been the leader in creating Interactive work starting with India’s first Virtual test drive for Tata Tiago, Suzuki RS
Engine, AR for Ferrari, & various apps for Nexon launch.

Automotive Interactive Reference

1
 OUR WORKFLOW
Time Tested workflow which helps in keeping brief to delivery simple, agile & timely.

We work across a matrix of Creative (CG/Animators/Adobe Artist), Technology (Producers, Digital Leads) & Business
skills ( Servicing, project managers) and hence it is extremely crucial for us to simplify our workflow first so you have a
peace of mind.

We take pride in our agile delivery model for most automotive projects. While we have a secure cloud-based server,
we also have a strong digital asset management process internally with interfaces for client and agency communication
and asset delivery. We use modern technology tools like HubSpot, Slack and AI enabled google photos to help us make
our work seamless & speedier.

Better refined & organized work, better quality & delivery to you.

Team Composition

Tools Used

2
 Automotive Workflow

We love speed.

We also love to exhibit our passion for speed in the work which we do. Our Fixation for speed is also considering our
passion for Safety.

Seamless Delivery, Impeccable Quality

Stage # 1 - CAD

CGI CAD optimization. Our skilled CGI artists import or make CAD from client assets &
translate it into a high tessellation wireframe which we call as optimized CAD. This is the
foundation of any good digital image or configurator.

Stage # 2 - Modelling

Once CAD is sorted, we move to modelling of missing parts. This stage ensures we have
the right camera pivots, angles. We also seek approval on aspects like scale, size and
physical dimension of car for product & brand approval

Stage # 3 - Angles

This is where we transition from the product team to the brand team and arrive at what
we call “romancing the car” we work on multiple camera positions & angles to get that
perfect look

3
 Stage # 4 - Textures

Textures for various automotive parts play a crucial role in making the car image
appear photo real and lighting to be impeccable. Our team works on textures using
our rich library of textures across substrates

Stage # 5 - Shaders & Lighting

Once we have fixed the textures, our CG team starts adding shaders and creating
custom or standard lighting rigs keeping in mind the environment, backplates or image
context. This also helps in configuration stage

Stage # 6 - CGI Passes

The CG team hands over at least 9-10 passes in a standard rig and up to 20 passes
where file changes hand from a CGI workflow to Adobe workflow. This is where CGI
configurators get created

Stage # 7 - Retouching
Retouching opens up the artist's expression on the car. At a CGI stage artist work on
the shaders, textures, lighting and passes to help Adobe photoshop artist to add a
manual layer of precision on making car “Photoreal”

Stage # 8 - Background composition

Making changes in the image from studio lighting to environment or HDRI lighting is
where the real magic happens where we create make believe imagery for each brand.

4
 Final Image

5
 One Asset - Multiple Usage
A. CG Stills
- Brochures
- Print Media / Journals
- OOH Media (Billboards/Airports/POS)
- Website/Owned Media

B. CG Animation
- Motion Graphics & shots
- Feature depiction Videos
- Retail Product demo videos

C. Live Action
- Compositing shots from CG asset in live action films
- End slates
- Tag Along

D. Web configurators
- Web based visualization’s
- Hot spot for feature narration
- Mobile friendly videos & accessorizing

E. Interactive - AR/VR/MR
- Virtualization of car environments
- Experiential marketing & activation
- Interior/Exterior/customization.

F. 3-D Printing
- Miniatures
- Merchandise/giveaways
- Product showcase

6
 We work seamlessly with CAD asset from Design/Engineering teams (under strict NDA) and translate that into a
Marketing Asset for smart marketers.

All with the purpose of producing & delivering Omni-Channel marketing content - Faster, Better & Cheaper.

Our workflow of CAD to marketing asset is delivering Omni Channel content across multiple clients across multiple
channels like :

1. Still Imaging - Bharat Benz Commercial Vehicles.

2. Technical Explainer Videos - Hyundai - i 20.
3. Live action films - Tata Nexon EV - Breaking barriers to purchase.
4. Configurator - for Implements & accessories. - Nissan Magnite.
5. Experiential & event content - VW Taigun Launch.

FROM CRAVING DIGITAL TEAM:

ASHISH LIMAYE - 9769878008

HARISH CHIRANJEEVI - 7777096690