If you ever wondered who is taking shots of new Mercedeses, here’s answer – they are 3D artists.
We have the second decade of XXI century, and it’s happening even faster – 3D modeling and animation is taking the most impactful role in advertaisment business. Why?
Mostly, because creating a model of the product, and then rendering it is much faster than organizing photo shoot, which requires a lot of manpower, space, professional equipment and, of course, delivering the product to a photoshoot location. All of resources can be replaced by single 3D artist, who can modify the lighting or even makes changes in a product itself without involvement of so many different specialists. There are also additional qualities in 3D modeling – it’s just less expensive, and you get the same (or even better) quality than when you use photographers.
3D modeling – variety and flexibility
There’s also case of how flexible 3D modeling is. The same model can be used in packshots, TV commercials, digital campaigns, magazines, online stores or OOH marketing. There’s no limitations to a 3D world, and many businesses can see that. The first reached for 3D modeling was Ikea, which now is practically allows every customer to design their own home using 3D models. Another example is already mentioned TV campaigns for products of automotive industry – most of commercials of beautiful cars we can are ultra-realistic animated 3D models, conveniently put in suitable environment, often also generated by 3D artists.
The main concern whether to decide on 3D modeling or services of photographers is the quality of the final product, and if that’s affordable for a company. In an early days of 3D’s commercial use, it was way behind the photography for many reasons – not enough compute power, not sophisticated enough software, long time to produce even slightly realistic visualisation of the product. But now, it’s practically impossible to render if the image we see on the screen of TV or computer was photographed or 3D modeled.
Nowadays, a single smartphone has more computing power than whole MIT in late 80’s of previous century, and 3D modeling software allows to produce realistic renders in time of days, or even hours, which translates into lower prices. You don’t have to use expensive 3D studios to produce single image of your product or to make 30’ ad for your company. There’s a lot of options and one of them is 3D outsourcing, which, for example, can be used in:
– designing a product and then arranging it into any environment
– producing realistic packshots, ideal for digital and BTL campaigns
– 360º visualisations, which are the main trend in whole e-commerce experience
Moreover, by using 3D visualisations you can always highlight chosen features of the product or your concept, without having to organize new photoshoot. But there is one thing in which 3D will always be better than photography – it’s a potential to creating something completely new, different than anything else in the world. And that’s the biggest advantage you can get in advertaisement.
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