The International Resource Journal: The Media Jungle

The Media Jungle
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admin on 25 January, 2010 02:05:00
 
Information, Innovation, Imagination introducing The Media Jungle
Back in 1983, Steve Nichols, Managing Director of The Media Jungle, an
innovative animation services company based in Perth, cut his teeth in the
resources industry whilst working onshore and offshore around New Zealand and
Australia.
Fresh from graduating with a double major Geology and Geography degree from the
University of Canterbury, New Zealand, Nichols says that his key role was “the
utilisation of the then rather primitive computer systems which were used to
monitor all aspects of the drilling operation.”
“In those days, it took around an hour to reboot the computer system from
scratch,” he says.
In 1987, Nichols moved on to hard rock geology with the Normandy Poseidon Group
in Kalgoorlie, Australia, where he began to build upon that first experience
working with these more primitive systems.
“A passion for computer based data visualisation was borne out of my time with
the Normandy Group which was very supportive of this emerging technology,” he
recalls.
“Then in 1993, I joined Nick Archibald’s Fractal Graphics—a very
innovative, Perth-based geoscientific visualisation consultancy with strong
links with the CSIRO (Australia’s Commonwealth Scientific and Industrial
Research Organisation) division of exploration and mining.”
Using high-end Silicon Graphics computer systems, Fractal Graphics pioneered a
range of advanced geoscientific visualization. The company went on to develop
its own software to convey the burgeoning wealth of data formats coming from
geosciences, and to offer its clients a business consulting service.
“Eventually we developed our own tools to create movies, which navigated
through our clients own projects and datasets. This became my full time role
within Fractal Graphics and a presentation given by Peter Cook of Hill 50 Gold
Limited, which included a pioneering flythrough, won the Diggers n Dealers
presentation of the year in 1997,” Nichols says.
IRJ Editor Nuala Gallagher spoke with Nichols about The Media Jungle’s
continued growth, development and quest to meet the demands of each and every
individual client today, tomorrow and beyond.
NG: Let’s talk about how The Media Jungle began. Can you talk about founding
the company, how it has grown since its inception and what you’re up to today?
SN: In 2003, I left Fractal Graphics, founded The Media Jungle and became a
partner in the very successful GeoViz International. We built up a client base
of well over 200 mining and energy companies and were producing flythrough’s
for companies worldwide. We even produced a 3D stereo movie which was shown to
the then visiting President of China in 2007. The partnership dissolved in late
2007, and my business moved from the hectic pace of West Perth to the tranquil
surrounds of East Perth (where the coffee queues are shorter). The Media Jungle
has supplied animations for Kalgoorlie’s “Mining Hall of Fame,” and as a
measure of appreciation have been granted life membership to the association.
The Media Jungle utilises Autodesk’s MAYA animation software suite as its core
business tool. This software has been used to create scenes in many Hollywood
movies such as Star Wars, Jurassic Park, Titanic etc. We run top of the range
DELL Precision workstations and have had numerous custom programs written to
allow us to
seamlessly integrate client technical data into MAYA.
NG: Are there any particular gems in the company portfolio which showcase the
work you are doing today?
SN: One of the largest projects undertaken by The Media Jungle was the
completion of a 17 minute long fully animated induction sequence showcasing the
installation of the Pluto Platform (Woodside Energy being the platform owner).
This was completed for McDermott Industries (Australia) Pty Ltd here in Perth.
This DVD was distributed to all personnel involved in the installation in order
to comprehend the magnitude of the undertaking. It was also something to take
home to their families to showcase their activities when away for extended
periods of time. The DVD was very well received and was the second such project
completed for McDermott Industries. This was a large job with the utilisation of
dynamics which portrayed the mechanics of lifting and installing various
components of the platform. We hired a mechanical suit which one wears and
connects to the workstation. In this fashion, we were able to record human
movements and assign these to 3D characters in the animation depicting waving
down a crane hook orbacking up a truck. This was instrumental to bringing our
scenes to life and we give credit to Sohan Hayes in Perth for his expertise and
commitment in making this happen. The platform has since been successfully
installed.
At present, we are producing an animation for a client based in Vancouver. The
project is located in East Africa. And we are in Australia. With high speed
internet, completing tasks across the globe is no longer a barrier.
NG: What sets The Media Jungle apart from other minerals and energy-focused
animation services companies?
SN: Having a geoscientific background means we not only know what the company is
trying to represent, we also understand their data. To that end, all our scenes
are created in real world coordinates, which means updating sequences is
generally swift and inexpensive. We maintain an extensive library of 3D models
such as plant equipment, trucks, ships and so forth. We have hundreds of skies,
textures and live oceans.
NG: Please tell us a bit about the increasing demand for animation,
presentations and viral media in the resources industry.
SN: Our clients complete several, if not dozens, of presentations annually.
Often they are presenting in competition with other companies and often their
presentation time period is extremely limited (five minutes to a stockbroker for
example). It is imperative they create maximum impact in the time slot they have
been allowed. Creating a lasting impression may be the difference between
securing investment capital and not. It is also prudent these days to make your
share holders aware of what is happening with their investment dollars. The
Media Jungle produces animations that can summarise a projects development, its
life and its future state of rehabilitation.
NG: How does the corporate structure and employee expertise within The Media
Jungle serve to meet your clients’ needs?
SN: I run a tight ship with just one full time employee who has a background in
animation. Of course, there is also me and a part time office manager who does
the accounts and filing etc. We have access to two other contract personnel,
also with backgrounds in animation. These people are bought on board on an as
needs basis. We also work closely with a Perth based production studio, Lasso
Productions. Lasso provides all of our voiceover’s, assists our clients with
scripts and also provides live vision—flying camera crews all over the world.
This allows the combination of The Media Jungle and Lasso Productions to produce
an authored DVD containing corporate and technical information in both animation
and live vision formats.
NG: Where will The Media Jungle go from here? What are your strategic company
goals as we face this coming year?
SN: The short term goal is to ensure we meet all of our clients’ deadlines
without fail. We pride ourselves on our ability to stay within budget, but
delivery is everything. In the long term we aim to move towards producing some
spectacular 3D animations which will take our presentations to another level. We
are hoping to approach some of our key clients to engage us to do something
spectacular for this year’s Diggers n Dealers conference in Kalgoorlie (2 - 4
August 2010). In may not be Avatar, but prepare to be amazed.
From the use of Silicon Graphics computer systems at Fractal Graphics to the
promise of “something spectacular” around the corner in 2010, the running
theme in the story of The Media Jungle is client-centric innovation.
“The Media Jungle aims to remain at the forefront of mining and energy
animation services for the foreseeable future. Our strength is our passion for
what we do and our commitment is to rise to the challenges of all of our global
clients,” Nichols says.
Still always a step ahead, this company is ready and waiting to pave the way for
furthering the utilisation of viral media and graphic technologies for the
resources industry.
www.Themediajungle.com