Why 3D content creation is becoming a huge strategic asset for brands


After years of what if the Metaverse shifts its focus more to brands, moving on from the next phase of the sequel? People are racing to follow their way and create immersive experiences. No one knows exactly what it is yet, but as companies experiment and innovate, the growing need for 3D content and immersive experiences increases, along with the demand for 3D creative tools and content libraries.

VentureBeats MetaBeat hosted Adobe 3D & Immersive executives including Kellie Townley, Director of Art and Development, Guido Quaroni, Senior Director of Engineering, and Pierre Maheut, Director of Strategic Initiatives and Partnerships to talk about the metaverse concept. The three talked about the development and evolution of 3D, how brands should learn to create an exciting brand, and a way to solve challenges like standardization across platforms and more.

The 3D learning curve meets many requirements.

For the technical public, the basic idea of ​​the metaverse is not new; a branded sales audience is a whole new breed of opportunity with a very different target audience and an entirely new learning curve.

A lot of people came to 3D, according to Cityley. Communities, education and learning will be crucial. 3D is notoriously very technical and complicated. Why is it easier, though? We need it because we don’t really need 3D experts. We need everyone to do 3D.

By identifying an opportunity to create the new 3D software, users will have to use smarter, easier and simpler workflows. For this reason, the software pinch is better than the app. People don’t have devices capable of transmitting interactive 3D in real time. So we can help to do all the work in a simple way, this is the first step, said Guido Quaroni, senior engineer manager.

What are you sure to consider, how can we start with this process going further? I would say it’s important now to pick the right content at the right time and then start thinking about how we can scale over time.

To that end, one of the biggest challenges is building a real pipeline that you can replicate over the long term, said Pierre Maheut, director of strategic initiatives and partnerships.

He said he thinks the quality should be better than pushing something up to speed. It’s an internal learning curve to have in-house 3D experts who can lead the rest of the team, down to more 2D content oriented people.

The 3D library will become a company’s intellectual property and strategic asset, Maheut added, and it turned out that IKEA has been building a 3D library for 20 years. IKEA products are designed in 3D and used to be marketed with 3D images and with the use of virtual reality users can probably order for them.

As the future of 3D creation unfolds, he eagerly awaits it.

Meta-recognition is becoming important and the larger ecosystem is changing and it’s time to predict what will happen in the short term. As Townley says, the future holds everything from creative and interactive moments to huge innovations in areas like industrial design; where plans and maps take shape and can be transformed like clay in virtual settings; and the tools continue to evolve to embrace new ways of working, thinking, and developing new experiences and services.

I’m confused these days, and next time I’ll assume my future device will use 3D data. Does this mean that we have to start from the beginning of the time when we set the goal and continue to make all technology and technology work together? Quaroni said so. We think about this day, knowing it’s going to be bumpy, and not necessarily predictable now, but what is that end goal, and how do we create tools with that mindset in mind? I’m not saying that the PDF will disappear and that no one will print a document anymore. Best of all it is where these would live.

Please take an in-depth look at 3D education and content creation, and see the introduction of intra-metaverse standards, the introduction of upcoming Adobe 3D products and more. Please see this full view (see above).

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Jenny T. Curlee