After a competitive tender, Vicon, the British-headquartered global motion capture pioneer, has chosen technology, media and telecoms PR specialist Red Lorry Yellow Lorry as its new PR agency for the UK and USA. Vicon's high-end cameras and 3D processing software are the creative technologies driving character movement in animated film, TV and games production, for analysing motion in life sciences, and enabling the engineering industry to efficiently design new products.

A hugely successful technology pioneer in the film and games industries, Vicon systems have been used to enable realistic character animation in box-office movies such as Avengers and Iron Man and in blockbuster video games such as Halo and Call of Duty. The company's technology also plays an essential role off screen; pioneering work in the medical field is helping to rehabilitate injured soldiers, while its innovative solutions enable the aerospace and car industries to analyse, visualise, simulate and enhance design and motion. Vicon is part of the publicly quoted OMG group of companies, which leads the world in motion capture and computer vision.

Vicon COO, Imogen Moorhouse, said: 'We're very excited about working with Red Lorry Yellow Lorry to help tell the Vicon story. Their enthusiasm, understanding, passion and knowledge for what we do really shone through at the pitch. Their broad technology experience and sector expertise in our key media and entertainment, life sciences and engineering sectors, plus their ability to run an on-the-ground integrated campaign in both the UK and US, made it a straightforward decision to choose them.'

From its UK and US offices, the lorries' first job will be to promote Vicon's latest innovations in the build-up to and during the world's largest professional computer graphics and interactive technology show, SIGGRAPH – from 21 to 25 July in Anaheim, California.

'We're delighted that Vicon has chosen the lorries to help remove its 'best-kept secret' tag and enable us to showcase some of its stunning behind-the-scenes innovations in the animation, life sciences and engineering fields,' said Rob Ettridge, partner at Red Lorry Yellow Lorry. 'We're very proud to be working with a British company that makes a huge difference in every industry it works – from generating realistic character animation in Avengers to helping Paralympic athletes improve the movement of their prosthetic limbs to enhancing the efficiency of next-generation cars.'