2022 AMI Online Salon

The Benefits of MaxCel® for Fruit Thinning on Apples

Project Detail

  • Entrant Name:  Cibu Thomas
  • Client: Valent BioSciences
  • Copyright: Valent BioSciences, 2022
  • Medium/software used: 3D Studio Max, Adobe After Effects, Adobe Photoshop
  • Final presentation format: HD Video for Social Media and Website
  • Primary Audience: Agriculturalists, farmers, investors, field scientists

Project Description

For many years, apple growers have been relying on plant growth regulators such as MaxCel to produce sustainable, high-yield returns. Our client required depictions of accurate fruit anatomy and cellular responses at various growth stages, with the intended goal to showcase the features and benefits of MaxCel’s state-of-the-art formulation.One of the biggest challenges was to make the target audience understand the effect of growth regulators on apple growth, which is rarely depicted using 3D animations. We based the models of the apples using primary resources supplied by the client such as field photographs, atlases for different apple cultivars, and micrographs for the cellular activities during apple growth. Our team also approached the depiction of the crop with realistic details that resonate with the target audience (horticulturalists, farmers, investors, field scientists), such as 1) shoot morphology of apple trees, 2) the growth and abscission pattern of apple fruitlets, and 3) cell expansion patterns of apple cells under the influence of growth regulators, so that the intended audience may fully grasp the science behind the product in a real-world setting.