Scanning pizzas fresh out of the oven with Artec Space Spider

Product: Artec Space Spider, Artec Studio
Industry: Consumer Products

When they take the pizza out of the oven, the last thing you think about is scanning it in 3D. But that’s exactly what a 3D scanning specialist did in Poland. Hours earlier, his client, the NuOrder advertising agency in Warsaw, received a call from Da Grasso Pizza, one of the most popular pizza brands in the country.

Da Grasso wanted to create animated ads for her different pizza styles, but there was a problem: how to make the pizza look as delicious as in real life. 3D modeling was quickly brazen, as it could not realistically represent all the organic shapes and surfaces of a Da Grasso pizza and its many ingredients.

That’s when NuOrder knew that 3D scanning would be ideal for the project. They contacted the Ambassador of Artec of Warsaw 3D Master to tell him the requirements of the work. 3D Master has many years of experience in a wide range of 3D scanning and printing applications, including CAD design, technical consulting and more.

For the Da Grasso Pizza project, 10 high-resolution 3D color pizzas would have to be scanned, with enough detail to show off each slice of pepperoni, onion, shiny olives, as well as its golden crust and layers of melted cheese.

Also claiming, 3D Master reverse engineering specialist Adam Rajch knew Artec Space Spider would be perfect for the task. With an accuracy of 0.05 mm, and capable of capturing incredible levels of detail in a single pass, this handheld 3D scanner has proven extraordinary for small objects in fields as diverse as quality control, reverse engineering, healthcare, forensic medicine, and other fields.

Rajch got going when he touched scan. The photo studio where the scan was performed has its own oven, which made it possible for the pizzas to be scanned at the right time. Just after leaving the oven, Rajch carefully divided each pizza into eight portions of the same size, making sure to separate them approximately one inch (2-3 cm), to allow the capture of the edges of the pizza.

From that point, it took a total of 5 to 7 minutes to scan each surface of the pizzas and all those irresistible ingredients. No sprays or markers were used in the scan. However, because the cheese was so juicy and sometimes made the surface too reflective to scan well, Rajch had to gently clean the pizza with a paper towel to absorb excess fat, making scanning much easier.

Rajch then processed the scans in Artec Studio. He first used the global register, followed by sharp blending, then simplification of the mesh by precision, and filling gaps when needed. All that was needed was to add the texture, and the 3D models were ready to be exported as OBJ files.

Once the NuOrder advertising agency received OBJ files from 3D Master, they launched their creative gears, short film specialists, 3D animation of products and TV characters responsible for achieving great results at affordable prices for sales and marketing campaigns.

NuOrder’s team of animation specialists used 3ds Max, as well as Adobe Photoshop, After Effects, and Zbrush to build the ultra-realistic 3D models and prepare them for the animation sequence. Loose elements of pizzas, such as arugula leaves, olives and cherry tomatoes, were incorporated separately.

NuOrder Creative Director Daniel Dudek described the project as this:

“We collaborated with 3D Master to create the 3D pizza scans needed for the Da Grasso spot. The challenge was that the pizza not only had to look appetizing, but the file sizes had to be optimal for the models to be easy to work with and to be able to animate in the end. Because the customer is a chain of pizzerias, photorealistic results and aesthetics were the top priority.

“In the end, the 3D scan turned out to be better than the product photo shoot. We are delighted with the result.”

You can see the results in the video: