We built the Beneath demo for two reasons:
We love building cool stuff
To demonstrate the parametric fire power!
Substance Designer was used for all the texture assets of the scene, and allowed us to do "semi-auto texturing": texture your object once, reapply the process on as many objects as you want, saving up to 80% of production time.
How does this work?
This is the beauty of parametric texturing: because the low-poly mesh and possibly tangent space normal map are inputs of the substance file, the output maps you have defined once in this file (most probably, and at least, diffuse, normal, specular, etc.) will automatically adapt to the new geometry and UVs after asking Substance to do so.
Finally an executable demo again after all those videos.
Allegorithmic is also the author of the Android Windmill benchmark