From Concept to Application
Project Overview
Our client was looking to incorporate 3D Display Units in stores to improve the shopping experience at the retail level. After some brainstorming sessions with the client, a 3D Display Unit was highlighted to help generate foot traffic due to the unique and fresh look the display unit presented.
This 3D display unit would house a physical marketing element under the glass, surrounded by digitally generated animation. The goal was to bring augmented reality and physical collateral to synergy. Based on the store floor plan, the 3D Display Unit would be surrounded by unique tabletops to showcase additional hardware.
Challenge
Challenges and pain points were considered during the research and prototyping process of the project for the 3D display and tabletop renders. One of the challenges with this display was the requirement of well-lit areas and the 3-sided instead of the 360-degree viewing experience. There was also the feeling that the target demography may not be drawn to the 3D displays. If this was the case, the tabletops would act as another element to gravitate towards.
Modelling
Starting with paper and pen, the initial design was used to help visualize the surface area, floor plans, brand placement and modular elements. Our client was looking to create modular pieces such as table backers to easily swap marketing material.
The 3D concept was done using Blender. The client was presented with rapid prototypes to estimate design and cost based on material types used in the renders.
Some parts of the render needed image-based texturing. These were done using UV unwrapped in Blender. The texture designs were done in Illustrator and Photoshop. All the files and assets in the pipeline were linked, making revisions quick and inexpensive for the client.
Animation
Our client’s marketing team worked hard on a fresh look and feel for upcoming marketing campaigns. Rayment and Collins worked with the team to leverage new assets and created bite-size animations shown in the Blender renders. The goal was to remain faithful to the brand and respect the client’s vision.
Assets for animations are prepared in Illustrator and Photoshop. Rayment & Collins did not deviate from what was provided. When the assets are brought into After Effects or Premiere and finalized for final renders, they are client approved. The concept animations used in the Blender renders are very close to the final version, which helped the marketing team sell the render concepts to the internal teams.
Services
- 3D modelling
- Animation
- Branding
