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3D product visualization: the key to winning the content race

3D product visualization: the key to winning the content race

3D is revolutionizing product development – from initial design decisions to immersive marketing and e-commerce experiences. This year’s free and fully virtual course Adobe MAX 2021, creatives around the world were able to experience this incredible digital transformation thanks to Bastiaan Geluk, digital fashion manager at the product visualization studio INDG. In his talk, he took us behind the scenes of the CGI specialists process and how they are using 3D technology, including Adobe Substance 3D, to drive consumer engagement.

Geluk pointed out that the demand for visual content is not only increasing in all industries, it is exploding, diversifying and becoming more urgent by the day. Brands that do well in this race need to have visual content prepared for every commerce channel and use case, whether it’s advertising or social media promotion.

3D technologies open up many business opportunities and advantages, especially in several key areas. For example, creating a 3D design workflow reduces the need for prototypes and sales samples by more than 50%. It also reduces the need for expensive photo ops, reducing the number of photos needed for catalogs, DTCs and marketing by 65%. This is a big win for business results, and comes with additional benefits as well:

  • Durability: 3D virtualization helps brands quickly reduce their carbon footprint by reducing the need for resource-intensive physical product samples and on-site shoots.
  • Cost savings: Simply put: 3D workflows are faster and cheaper. You can do more with less, and you don’t have to deal with all the logistics that come with a real photoshoot.
  • Time to market: You can meet – and exceed – consumer expectations by launching products, created with 3D technology, faster than the competition.
  • Digitization: Create cohesive and transparent digital customer experiences across all emerging commerce channels.

3d design accelerates the creation of compelling content thanks to technological advances. Big brands are now producing tens of thousands of digital assets every year, long before product designs are finalized. So how do you do it right? Below are some of the best takeaways from Geluk’s speech, highlighting his experience as a digital avant-garde driving early digital strategies at INDG and the Fortune 500 brands they work with.

From digitization to fully interactive customer experience

In his MAX session, Geluk presents various examples from the industry and how his team creates 3D product visualizations for fashion and clothing companies such as Puma, New Era Cap, Crocs, Pink Shirtmaker, as well as major international brands such as Yves Saint Laurent and Yamaha.

“Our starting point is always to digitize the customer’s product portfolio,” says Geluk. “From there, the team is able to derive any kind of visual content at speed and scale, whether it’s an image, a video, or a solution. interactive. The goal is to make each product playable.

To create accurate digital twins of products, you have to collect everything about the product, from sketches to physical samples, to understand and model it. Once the 3D model has been created from these resources, the INDG applies the materials and colors. At this point, models still function as 3D sketches that aid design and marketing departments in the in-house design process – they are visual aids that communicate design intent and facilitate initial design decisions, so that the team can imagine, play, validate, and experiment. These virtual samples, which can be created at high speed, are excellent tools for testing the fit, shape and size of the product and its materials. They are also a great way to tell the story of a product, internally and externally, before the product itself is created.

Then the INDG team adds a photorealistic quality to the 3D assets to provide visual content to consumers for e-commerce and marketing. “The myth of 3D not needing the same quality as photography is pretty much destroyed right now,” Geluk points out in the video above. “3D models become so lifelike that consumers can’t tell if they’re looking at a photo of the product or a 3D visualization.”

“The myth that 3D is not of the same quality as photography is pretty much broken right now. 3D models become so realistic that consumers cannot tell if they are looking at a photo of the product or a 3D visualization. ”

Bastiaan Geluk, Digital Fashion Manager, INDG

INDG designers study every little feature of the material and its behavior, so they can refine 3D models. They also add imperfections, like dust particles, and recreate painstaking seams with painstaking precision to make the 3D model as realistic as possible.

A microscopic view of a 3D model shows fine, fibrous details that contribute to the photorealism of the model.

Adobe Substance 3D The tools play a big part in this workflow: they achieve a meticulous level of detail, present the products in the best possible light and allow the creation of endless variations.

3D assets only reach their full potential when there is a real purpose for the consumer. So, according to the INDG, the last step is to enhance the photorealistic 3D models to deliver rich immersive and interactive experiences. From product configurators to virtual stores and augmented reality trials, these give customers the ability to get a precise idea of ​​the product and – through a high degree of customization – even allow them to customize it to their liking. This way, customers can design their own products.

Adobe Substance 3D provides a set of connected tools for creating 3D content with uncompromising detail and realism that integrates with industry software like Maya, Unity and Unreal to enable INDG to create immersive and interactive experiences. .

More creativity, less production time

3D technologies have a huge impact on how products are developed, from product design to manufacturing and mainstream marketing campaigns. Creation of digital replicas saves time, money and resourcesbecause it eliminates many of the hassles associated with conventional product photography filmed on site. Digital prototyping simplifies product approvals and leads to shorter product creation cycles and iterations. Plus, the ability to create photorealistic renderings changes the way customers discover and interact with products before making a purchase.

All over the world, brands are increasingly turning to 3D to transform their businesses. INDG’s session at Adobe MAX showed how much technology has advanced – there are no limits to the versatility of 3D.

To concern INDG Adobe MAX session on demand, as well as many other creative presentations. There is something to inspire everyone, log on today.


Adobe Inc. published this content on November 24, 2021 and is solely responsible for the information it contains. Distributed by Public, unedited and unmodified, on 24 November 2021 13:59:02 UTC.