Rusty Design

Rusty Design is an award-winning company providing novel product design and innovation, rapid prototyping including 3D printing, and small-scale manufacturing services.

They operate in industries including manufacturing sports equipment and props for the television and film industries.

Hartree Centre Cardiff Hub experts, supported by Professor Yukun Lai of the Cardiff University School of Computer Science and Informatics, recommended the most promising generative AI approaches to automate the creation of objects, assign textures and create a library of digital objects. This was followed by implementing these techniques using the company’s object models.

Without the support of the Hartree Centre Cardiff Hub, we wouldn't have been able to access the expertise we needed and unlock the path forward for our future projects around generative AI, readying us for commercialisation. Our interactions have paved the way to a new Innovate UK project.

Increasingly, the TV and film industry is making use of on-set virtual production, where it becomes important for creatives to move seamlessly between physical and virtual environments. Sustainable methods, limiting the environmental impact of both physical and virtual production, is also a key factor. Rusty Design's innovative processes, augmented by the use of AI in their workflows, are intended to enable agile and sustainable production.

The guidance the Hartree Centre Cardiff Hub provided helped Rusty Design acquire Innovate UK funding from the Creative Catalyst.