Brands are Increasingly Embracing 3D Content Creation
Gradually, the metaverse is coming into the orbit of some of the serious brands. Many leading brands are now joining the metaverse land rush while also creating metaverse and blockchain-based experiences. So far, many are in the experimentation phase. Like the top companies that are literally building the metaverse from the ground up, many brands still aren’t sure what form this new platform will take or what their ‘metaverse’ experiences should look like.
Companies are experimenting and innovating on the go. Even though Web 3.0-based experiences are still not generating much economic value, there is a growing demand for metaverse experiences and this also powers the demand for associated tools and services such as 3D creative tools and content libraries.
The next generation of 3D design and development is currently in flux, undergoing constant evolution to meet the demand for these new experiences. To tap into this opportunity, there is a need for brands to acquire the tools and the know-how needed to begin building a presence in the metaverse and to meet the metaverse-related challenges such as cross-platform standardization among others.
A Steep Learning Curve
Many brands are finding themselves having to play catch up with the general audience which has been quick to embrace the metaverse. For brands, the metaverse is a new terrain, fraught with challenges and opportunities.
Many brands rode the metaverse buzz into the world of 3D which is a very complicated and technical field. To help brands navigate this terrain, education, learning, and community will be key. The complexity of 3D has to be demystified and made approachable to brands willing to try their hands at this for the first time. This will require more than just the 3D experts.
Brand marketers will also be key and will steer their companies toward 3D content creation. Brand marketers aren’t techies and will, thus, need a lot of resources to make this work including simplified and seamless workflows, libraries consisting of pre-made content, drag-and-drop interfaces as well as a lot of education and practice.
Most businesses willing to embrace 3D still lack the tools and resources with which to leapfrog themselves into real-time interactive 3D. This is a gap that will have to be bridged for 3D to see widespread uptake.
The transition to 3D must start with choosing the right content for present needs and then thinking about how this can be scaled up over time. To achieve this, brands must build a pipeline that they can replicate over the long haul.
Instead of thinking of scale from the get-go, it is necessary to build quality first. Brands will necessarily have to go through an internal learning curve. This will require 3D experts capable of internally driving the rest of the team. It will also require the 2D-contented-oriented guys in your organization.
Over time, the library of 3D content will evolve into the brand’s IP and strategic asset. A case in point is IKEA which has been creating a 3D library for the past two decades. The company designs its products in 3D and markets them in 3D using augmented reality, a strategy that increases retail sales.
The Future of 3D Content Creation
Currently, this arena is dominated by conversations around the metaverse. The broader metaverse ecosystem is also beginning to take shape. It is now possible to see what the future metaverse will look like from the various web3 worlds that have sprouted in recent years. It is inevitable that this will seep into creative, interactive, and innovative pursuits. The metaverse has the potential to revolutionize fields such as industrial design where instead of clay models, future designers will simply have to contend with virtual and very realistic industrial models rendered in virtual reality or augmented reality.
This evolution will also require new tools for working with this new technology.