For years, many creatives saw 3D creativity as equal parts exciting and forbidding. We were blown away by the enveloping, fantastical worlds game developers built and the incredibly immersive 3D visual effects in movies, but many of us thought creating in 3D was too technically demanding. 3D fueled our imaginations, but we couldn’t imagine using it ourselves.
The last year has changed that. When the pandemic made getting together for photo shoots and other creative projects impossible, companies turned to 3D to create. Fashion brands used 3D to speed their design processes. Lowe’s used it to digitize their entire catalog for virtual shopping. And 3D virtual photography was the foundation for a Ben & Jerry’s marketing campaign.
These companies and thousands of others discovered that creating in 3D not only gave them incredible creative freedom, but that it was also faster, cheaper, more scalable, and more sustainable. Fortunately, the pandemic won’t be with us forever, but 3D creativity certainly will. 3D is the next generation of creativity.