Rushes evaluated several alternative 3D rendering tools before choosing PURE. In the end, it was clear that ART’s unique rendering hardware delivered a combination of image quality and workflow integration that was not available elsewhere.

Jonathan Privett, Head of 3D at Rushes, explains “With PURE, we can have a level of rendering quality and reliability that matches and in some instances surpasses PRMan at a fraction of the cost with the bonus of better integration within our existing Maya-based production pipeline.”

Alongside the advantages offered by PURE’s RenderMan compliant architecture and ART’s RenderPipe for Maya plug-in interface, rendering features such as full scene ray tracing, physically based Motion Blur, Depth-of-Field and Area Lights also impressed the Rushes team. “The quality of effects such as motion blur is astounding,” added Privett, “and, unlike software-based rendering, PURE suffers almost no performance penalty when adding features such as depth of field.”

Privett and his team are already working on projects for the BBC using PURE, and are confident of the advantage that PURE gives them. “PURE helps us to more faithfully express our animation ideas and concepts,” said Privett. “PURE is part of Rushes strategy to deliver the highest quality creative work for its clients – using the combination of the best technology and the best design talent to have a competitive edge.”