But lately, thanks in large part to advances in 3D design software and the introduction of virtual reality (VR) and augmented reality (AR) capabilities, brands are embracing the technology more than ever. Indeed, the global 3D imaging market is expected to grow from $4.9 billion in 2015 to $16.6 billion next year, according to a MarketsandMarkets report.
In a nutshell, think of 3D design as a process where graphic artists use a variety of computer tools to produce a mathematical representation of a three-dimensional object or shape. Those incredibly realistic digital images can then be stored and shared across a variety of mediums, such as computers, television sets, movie screens, smartphones, video game platforms, and VR or AR headsets. They can even be converted into physical objects using 3D printers.
Many marketers today undoubtedly see 3D design as a creative goldmine—an opportunity to jazz up static images so they jump off the screen and capture the attention and imagination of viewers.
Here are five examples of brands we’ve seen innovating lately with 3D design.
ESPN, the cable sports network, is constantly exploring opportunities to put more pop into its program intros, segues to commercial breaks, and graphics for special events. Three-dimensional design plays a huge role.
To call attention to its documentary “Basketball: A Love Story, ” the broadcaster recently created a “Game Changers” feature that uses wax-like 3D images to illustrate the evolution of shooting, dribbling, passing, post ups, and dunking.