CPI introduces its new SCR cash note-processing machine with this striking product video with 3D animation from DDA.
Crane Payment Innovations (CPI) introduced a new note-processing machine in 2014 and wanted to produce a video featuring 3D animation of their new product, the SCR. CPI specializes in a variety of automated monetary transaction machines used in a variety of markets, from financial services and retail to gaming, transportation, and vending. They were impressed with DDA's 3D product video with animation produced for C8 MediSensors in 2012 and wanted to produce something of that quality. However, they had a tight timeline, needing to produce the final video within less than 4 weeks in anticipation of an important upcoming trade show.
The product video needed to be crystal clear in its explanations of the value propositions of the unique SCR note-processing machines, especially the ability to recycle notes used in payment for change, which limits service maintenance and thus reduces cash handling costs and exposure to fraud in application. The SCR machine also boasts specific security features such as an anti-stringing module to protect against fishing (common in the gaming industry), as well as a lockable recycling module, entry and exit sensors that ensure traceability for accurate accounting, and the ability to detect whether the machine has been opened in a powered-down state. All these features recommend the SCR as an industry leader in secure automated cash transactions as well as increased efficiencies realized by the note recyclers.
CPI provided the initial script, and DDA worked with the client to come to a final version. DDA received a 3D model of the SCR from the client, which required some considerable refinement by DDA's 3D animators to finalize into a realistic 3D model for the animated product video. Once the 3D model was finalized by DDA's animators, they then focused on developing renders of the transitions from scene to scene, as well as adding a transparency to the surface of the machine to demonstrate its inner workings. This cutaway 3D view of the SCR helps explicate the unique note recycling and security features of the product and demonstrate the advanced engineering that goes into the unique SCR design.
The video is introduced with background information on CPI's previous work in designing cash-processing machines such as the SCR. This story effectively communicates that the new SCR machine is built on a solid yet incremental legacy of innovation, thus demonstrating that CPI's industry-leading role is governed by a careful, steady journey into new technologies that ensure steady reliability in all their product offerings. The video then focuses specifically on the SCR, demonstrating its exceptional efficiency and security advantages through richly detailed 3D animations displaying its highlighted features. The video progresses to a concrete example of the SCR's note processing in the context of casino gaming, showing the notes coming into and out of the SCR machine, with winnings disbursed in recycled notes. The video backs away from the detailed 3D animation of the SCR and transitions to video of someone using a gaming machine in a casino to connect the product visually to this market. The video then demonstrates all the various applications of the SCR machine. Finally, the video concludes by showing all the SCR's predecessors in quick succession, demonstrating the technological integrity of a company devoted to steady and incremental innovation through time.
CPI received the final video with a warm assessment: "Oh my. I love that!" After debuting the SCR product video with animation at the February 3 trade show, DDA received further testimony acknowledging all its hard work: "I thought it was going to be a tough task to turn around a video in less than a month, let alone a video with this quality. Thank you very much for all your help." The project was so successful that DDA was called upon to help them with the marketing and design of a CPI employee recognition program, and later was called on to produce a shorter version of the video in a different style for the transportation industry.