Artem Case Studies

Google 'Assist' Sculpture Iconoclast Productions

"Making the “Toothpaste” sculpture for Iconoclast Productions recent Google commercial through Production Designer James Hatt gave us a superb opportunity to use our fully digital modelling and machining pipeline at to show off what it can do. The brief was to create a sculpture that would not look too out of place in an art gallery and might remind an observer of a squiggle of toothpaste. When I say “fully” I mean that apart from a few pencil sketches to work out what was needed it was entirely designed in CAD and machined on our in house 7 axis robot. Once the shape had been machined it was hand finished and delivered to the studio. Not bad for 5 days work start to finish." Simon Tayler - Artem Supervisor

We love a challenge and when Production Designer James Hatt got in touch with an urgent job we sprang into action.  We were asked to design, machine and finish a piece of “modern art” for an advertisement for Google France.

With only five working days to create and install the piece in the studio we could not afford to waste any time. CADCAM supervisor Richard North started by drawing  a triangular cylinder in Freeform Plus and manipulating  the drawing  into a complex shape to be milled on our KUKA robotic arm. He was unable to machine the sculpture in one piece due to the complexity, so it was divided into smaller sections and cut from a single large block of high density polystyrene.

The sections were glued together, sanded and primed by our team and the piece was installed in studio and given a final lustrous turquoise coating. 

You can see the finished advertisement here and the sculpture looks fantastic.

  • Artworks , Awards and Public Sculpture
  • Commercials
  • Sculpture
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