3D has come to beat 2D. Whether it is for the industry of entertainment, geology or advertising and marketing. While it may have a similar look and feel of plastic arts like sculptures, 3D modelling is a time saver as compared to those. Oftentimes, the clients’ demands need to be satisfied in any way possible. Way back in the early 1990s, the use of 3D could only be found mostly in the engineering and architecture industry. Nowadays, it is widely used in the entertainment, gaming and advertising industry. Mr Azrar, our 3D Senior Designer, certainly has a lot of say on this matter.
“The advertising industry has to get more involved with 3D exercises to create a circle that can help other circles growth.”
The world without 3D makes the designers’ imagination less creative. Now that it has been accepted by society, creative people can imagine better as they are able to visualise complicated shapes. Every industry owns a circle; a circle of 3D involvement. It can only grow bigger when industry players are well aware of it. As they strengthen and grow their own circle, they indirectly help other industries to grow their circles too. These circles make the design process develop further. For instance, desks are no longer bound to being only rectangular in shape but can now vary in shape and size.
3D modelling in the advertising agencies is now compulsory. It helps in terms of depicting the dream. To elaborate further, Mr Azrar says that through 3D software, 3D has a lot to offer in terms of presenting a product that has not existed in an actual physical form. It is important for products that are still in the developmental stage as it can be used to test the market in a commercial context, and experimented with and discussed to create a better product.
As compared to decades ago, 3D is even more of a need in this millennium era. It is important as it allows us to showcase an idea as a real subject that can be looked at from different angles. Generally speaking, 3D is divided into two types, i.e. volume and faces; and depending on the application, the type of 3D selected may vary in terms of how well it presents the product and whether it feels closer to reality.
This approach is mostly known to industries that are involved in interior design, motion animation, and architecture, while advertising is slowly catching up to it. Presently, it is commonly used for product design, but in the near future, it will become a 100% must have in every advertising agency. 3D has advanced not only in terms of the visual aspect, but also in printing and holograms.
VISUALISATION HELPS US EXPLAIN THINGS BETTER
That’s what 3D does. It comes in a form that is easy to visualise and needs no further words of explanation for it. Clients would be able to understand better, messages and ideas can be delivered easily and this eases the agency’s task when it comes to explaining things.
We were curious to know whether 3D can actually be a WOW factor to the clients, so we asked him about it. Without any hesitation, he answered ‘Yes!’, emphatically. He further added that 3D is needed to capture the clients’ hearts. As it is able to present ideas to clients in a better form, it is also time-effective. Deadlines are easier to be met and clients’ hearts will flutter like cherry blossoms. WIN-WIN!
“Nothing comes without flaws, the same goes for 3D software. If it could only be improved in terms of better medium availability, it would be splendid!”
When asked on what should be upgraded from current 3D software in order to move forward, he only mentioned one aspect. The medium to channel. Agencies and clients do not have the same medium to view the 3D model. Thus, agencies have to render and export it in a medium that the clients can view – which is, unfortunately, very time-consuming. If only there was a medium where the 3D model could be shown without having to export it, it would be more effective. In addition to that, this leads to better time effectiveness as adjustments can be done on the spot.
“There are not a lot of advertising agencies that would get involved in 3D arts as it is costly in terms of the profession. Though it is currently moving underground and is not commercially mainstream, I expect it to blossom in the next five years to come. Holograms and 3D printers will be more commonly used and the 3D arts sector will definitely shine brighter by then.”
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