used the curves as guides. The geometry that maya makes from curves or by using the make text comand is messy. For what we need to do we need clean geometry
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started to model the letters using a plane
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final model
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extrude the middle of the letters
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made some simple shapes from cylinders to resemble watch wheels
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used copy paste to duplicate the wheels
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started to texture
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final object, rendered using IBL in Mental Ray with FInal Gather turned on. Used the factory image as a background and added the steam in Photoshop