HP and AMD Provide Technology Fit for a King in “Shrek the Third”
HP and AMD (NYSE: AMD) today announced that their technology helped DreamWorks Animation SKG create the digital magic audiences will experience in “Shrek the Third,” released in UAE theaters this week.
HP ProLiant servers, workstations and notebooks powered by AMD64 processors enabled the creation of technically challenging, detail-rich images and effects in the latest film in the successful Shrek series. Additionally, producers benefited by using HP Halo Collaboration Studios to connect DreamWorks teams from across the globe in a live virtual environment.
During the film production process, HP ProLiant DL145 servers and HP xw9300 workstations powered by AMD Opteron™ dual-core processors provided DreamWorks Animation artists with the computing power necessary to render incredibly detailed characters and simultaneously work on props and environments at a faster pace. For example, in a fraction of the time it previously took, artists were able to create the individual strands of hair in Merlin’s beard and Fiona’s hair, as well as the impressive magic spells seen in the movie.
“AMD and HP are examples of technology companies that stay in tune with the needs of the artistic community, anticipating and addressing the technology requirements that are essential to the animation experience,” said Jeffrey Katzenberg, co-founder and chief executive officer, DreamWorks Animation SKG. “Thanks to AMD and HP’s ongoing support and innovative technology, our digital artists are able to push the boundaries of animation and inspire audiences.”
Additionally, DreamWorks Animation production management staff streamlined a variety of production activities by using HP nx6125 notebooks based on AMD Turion™ 64 X2 dual-core mobile technology. These innovative technologies made it possible for DreamWorks Animation teams to work more collaboratively, while saving time and travel costs, helping DreamWorks to achieve its goal of producing two animated films per year.
“As DreamWorks’ preferred technology provider, HP recognizes that innovative tools in the hands of innovative artists help to produce memorable films,” said Anil Kumar, Consumer & Commercial Category Manager, PSG, HP Middle East. “With AMD’s dual-core processors powering our technology, we have enabled DreamWorks to surpass the high standards of computer-generated filmmaking that it set with the first two ‘Shrek’ films and create its most visually compelling story yet.”
“AMD’s leading-edge processor technology has enabled DreamWorks Animation artists to work at the speed of their imagination while constantly pushing the envelope in the field of digital animation,” said Gautam Srivastava, VP, Sales and Marketing and managing director for Middle East, Africa (MEA) and Pakistan, AMD. “By collaborating with HP, we are able to provide new levels of computing power to the art of cinematic animation and stay true to our vision of delivering technology solutions that fuel artistic performance.”
Consumers can harness the same processing power in their own homes that animators used to create the vibrant world of “Shrek the Third” with desktop systems powered by AMD Athlon™ 64 X2 dual-core processors and notebooks powered by AMD Turion 64 X2 dual-core mobile technology.
More information about HP and AMD’s work with DreamWorks is available at www.hp.com/go/shrekthethird.
About AMD
Advanced Micro Devices (NYSE: AMD) is a leading global provider of innovative processing solutions in the computing, graphics and consumer electronics markets. AMD is dedicated to driving open innovation, choice and industry growth by delivering superior customer-centric solutions that empower consumers and businesses worldwide. For more information, visit www.amd.com.
About HP
HP focuses on simplifying technology experiences for all of its customers – from individual consumers to the largest businesses. With a portfolio that spans printing, personal computing, software, services and IT infrastructure, HP is among the world’s largest IT companies, with revenue totaling $97.1 billion for the four fiscal quarters ended April 30, 2007. More information about HP (NYSE: HPQ) is available at www.hp.com.
About HP Middle East
HP is the largest technology and solutions provider in the Middle East with 670 employees and subsidiaries in Dubai, Abu Dhabi, Riyadh, Khobar, Cairo, Ramallah, Oman and 2 service Joint Ventures in Kuwait and Bahrain servicing the GCC, Egypt and the Levant. HP has been present in the Middle East since 1968 and opened its first regional office in 1994. HP Middle East is the market leader for enterprise, small and medium business and consumer technology products and offers a large portfolio of solutions and services in various business domains.
More information about HP in the Middle East is available at www.hp.com/me
More news from HP is available at www.hp.com/me/press
