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


After years of “what if”, the metaverse is starting to focus on brands and moving on to “what next?” ” arrange. Brands are racing to find a place and define what it means to be a company creating immersive experiences in the metaverse. No one knows exactly what that looks like yet, but as companies experiment and innovate, the growing need for 3D content and immersive experiences is accelerating, along with the demand for 3D creative tools and content libraries.

VentureBeat’s MetaBeat event hosted Adobe 3D & Immersive executives – including Kellie Townley, Artistic & Development Director, Guido Quaroni, Senior Director of Engineering, and Pierre Maheut, Director of Strategic Initiatives & Partnerships – to talk creating content for the metaverse. The three discussed how the next generation of 3D design and development is changing, why brands need to start building the tools and know-how to start populating a thriving metaverse, challenges like standardization across platforms. and more.

The 3D learning curve

For the technical public, the basic idea of ​​the metaverse is nothing new; for brand marketers, it’s a whole new world of opportunity – a whole new audience with a very different purpose and a very different learning curve.

“A lot of people come to 3D via the metaverse buzz,” Townley said. “Community, education and learning are going to be key. 3D is notoriously quite technical and complicated. So how do you make it accessible and a bit more streamlined so people will stick with it? Because we don’t just need 3D experts. We need everyone to do 3D.

Brand marketers will be on the front lines, taking the first steps towards a new type of 3D content creation, and will need to rely on streamlined and seamless workflows, drag-and-drop interfaces, pre-built content libraries and many education and practice. Right now, most people don’t have devices capable of immediately jumping into real-time interactive 3D, so closing the gap will be another important first step, said Guido Quaroni, senior director of the engineering.

“The one thing that also needs to be considered is, how do we start doing this process which is a gradual transition over time?” he added. “I would say it’s important right now to get the right content at the right time for what we can do now, and then start thinking about how we can evolve over time.”

To that end, one of the biggest challenges is to build a true long-term repeatable pipeline, said Pierre Maheut, Director of Strategic Initiatives and Partnerships.

“Aiming for quality first, rather than trying to push something as quickly as possible,” he said. “It’s an internal learning curve, having 3D experts in-house who can lead the rest of the team, down to the more 2D content-oriented people.”

This 3D content library will become a company’s intellectual property and strategic asset, Maheut added, citing IKEA, which has been building a 3D library for 20 years. IKEA products are designed in 3D, marketed with 3D images, and thanks to AR, consumers will likely be able to buy them.

Looking to the future coming 3D creation

The metaverse conversation is gaining momentum, the larger ecosystem is starting to take shape, and it’s currently impossible to predict what will happen in the near term. As Townley points out, the future holds everything from creative and interactive moments in the real world to huge innovations in areas like industrial design, where blueprints and maps take shape and can be molded like clay. in virtual environments, and the tools continue to evolve to embrace new ways of working, looking at the world, and delivering brand new technology.

“One thing that motivates me these days is to assume that the devices of the future will consume 3D data. That means, how to start charting a course with that goal in mind, to gradually follow technological innovation, AI and all these systems together?” said Quaroni. “Thinking about this day, knowing that it’s going to be bumpy, not necessarily predictable right now, but what’s the end goal, and how do we create tools that have that state of mind? mind in mind? I’m not saying the PDF is going to go away and no one will print anything anymore. But it’s probably where we’re going to live.

For more insight into the business value of 3D education and content creation, insight into the development of intra-metaverse standards, insight into the development of upcoming Adobe 3D products, and more, don’t miss the full panel (see the video above).

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Jenny T. Curlee