By Ashley Taylor
I’ve been creating commercial 3D graphics for about 10 years now. I started out just as Woody and Buzz Lightyear burst on the scene with the first Toy Story.
|photo realistic product images in 3D|
And it’s given creative people so much freedom. Not just the Hollywood directors, but the marketing people too.
Want to see a car transform into an ice skating robot? No problem. How about one celebrity’s head talking on top of another’s body?
And then there’s the 3D you don’t know about. Health and beauty creatives, I’m looking at you.
But that’s the big brands with the big budgets, isn’t it? What about 3D graphics for the rest of us?
Well, that’s my territory. 3D graphics can and is being used by smart marketers and graphic designers, without the Hollywood price tag.
So let me show you where 3D rocks. Where it knocks traditional photography and illustration into a tin hat.
Bring Products to Life
|studio photography, or 3D?|
Buildings for Print or Online Brochures
Architectural visualisation – or arch-viz as we 3D geeks like to call it – includes creating 3D buildings before they are built, or re-creating buildings that have been lost or ruined.
It’s perhaps 3Ds most traditional application, but it’s also an amazing area in the future.
Arch-viz 3D is very handy when you need glossy brochures for a prestigious housing development, but the ‘houses’ are in reality a muddy field. But it’s not just stills. I’ve also done animations of house extensions for clients to help them get planning permission.
And then there’s the cut-away diagram and the exploded diagram, showing what’s going on under the roof or under the ground – literally.
|3D arch viz created to sell houses not yet built|
But my favourite arch-viz is the historical stuff. Turning a ruined abbey back into a living building.
To create a detailed Cistercian abbey in 3D, have children download it as an app on an iPad which detects their exact location, then watch them walking round the site holding up the iPad as a moving window to the past. Now that’s a commission I want!
Reveal Your Brand’s Hidden Processes
|3D process animations for web and exhibitions|
But it’s not just sales. There’s also education. A recent fire safety animation of mine highlighted the key fire hazards in the home; this is not shifting product but saving lives.
We’ve all seen the obviously fake room set alight with the locked-off camera recording events. With a 3D animation the viewer is not tucked in a distant corner. They can be taken right to the heart of the fire and come away thinking about their home and how to make it safer.
Explanations for You Tube and Squidoo Lens
Text and still images are notoriously poor at explaining how to do things. Just try explaining how to tie a bow with only words! Video is better, but 3D graphics can give insights that are just not possible with a camera.
Have a look at this animation I did that explains how to install an edge protection system on a building site. Not only does it explain how the product works, it also gets across its USP – speed – in a sexy and convincing way.
So that’s my take the main marketing challenges where 3D graphics are the tool to use.
Did anything surprise you? Did I miss anything? Please leave a comment. It would be great to know what you think.
To watch Ashley’s latest 3D graphic work, click this link to see his 3D graphics at Push Creativity's website.