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By Mat Mildenhall
As the cost of 3D reduces, greatly enriching the consumer experience, it’s no longer just the preserve of high-end production associated with gaming and automotive
3D technologies are rapidly impacting more of our clients across more sectors than ever before. Until pretty recently, 3D and CGI has been the preserve of a few industry sectors, with the automotive, entertainment and gaming industries taking the lead.
This has changed dramatically. We are at a spring-board moment where 3D can help more brands in more categories engage with their audiences better than ever before.
Why now? It previously took a significant amount of time, expertise and money to leverage 3D capabilities.
We have the videogame industry to thank! 3D technologies used in gaming have now reached a level that the speed, quality and costs of 3D have been utterly transformed. 3D brand and product experiences are now at the fingertips of more brands than ever before.
Six reasons why 3D could be right for your brand
We can zoom in or out, rotate and explore functions and features of a product to provide deeply immersive experiences. What’s more, we can often do this before the physical product is ready and it can be updated without the need for a new shoot.
Personalization of the customer experience helps to drive much higher levels of engagement and brand relevance. Real-time cloud rendering provides you audiences with this exact 3D experience. Real-time rendering can instantly serve 3D web assets in real-time, personalized to that exact user.
3. It’s budget friendly.
While it is true that you’ll have to invest to create high quality 3D renders, it still takes significantly less effort than having to finalize prototypes and organize costly photoshoots. What’s more, when this is set-up, the marginal costs for showing multiple configurations of a product and updating new product features becomes ever more attractive.
4. Removing weeks and building agility
3D rendering can greatly speed up the process for creating prototypes and content. We frequently help brands use 3D renderings to create prototypes to visualize and market a new product weeks or months before a physical product is available.
5. It is a versatile marketing weapon
3D visualizations allow you to edit the smallest of details in a matter of seconds, and it can be tailored, resized or updated to fit any campaign. What’s more, the output of 3D renderings can be seamlessly adapted to the full range of marketing materials, from web content to social media to online videos and e-Commerce.
6. A critical engine for e-Commerce
Moving image and video experiences are crucial for e-Commerce, engaging audiences through their research phases and beyond. 3D helps deliver these experiences across the breadth of categories and channels where e-Commerce now lives
Providing personal and business purchasers of technology with the ability to dig deep into current and upcoming product configurations and features is a critical. We use 3D to provide marketing teams and salespeople with the highest quality 3D product content and feature demonstrations. All while reducing the number of costly and time-consuming studio shoots.
We use 3D capabilities to drastically reduce the number of physical shoots and to provide platforms for incredibly high-quality product demonstrations. Prospective car buyers crave customization, and they expect our automotive clients to offer similar customer service for them to make their purchase digitally as visiting a dealership. We create interactive car configurators that allow customers to build and interact with a car from any angle, inside and out, before stepping into any showroom.
3. Consumer Goods Brands
The FMCG industry is a perfect example of how the economics of 3D have been transformed, putting 3D into the hands of all brands. We use 3D to build product and package visualizations for over 50 brands. Helping FMCG brands provide relevant product experiences for their consumers across markets and channels, including e-Commerce.
About the author
Mat Mildenhall is Chief Client Officer at eg+ worldwide