Posted on 12/07/2016

To surpass our ever increasing expectations, CGI visualisation and 3D rendering have become the alpha and omega of entertainment and contemporary media. Tendencies reveal that it’s only a matter of patience and interest until these technologies can eventually find their way into advertising, the music industry or museums.


We're all familiar with dazzling 3D effects and stunning visual tricks when it comes to our favourite movies, gripping TV series or video games. A myriad of lifelike glaring explosions, gruesome monsters and impossible landscapes have let our imaginations run wild for decades, yet we seem to have only just started exploring the potentials of such technologies across distinct fields that could well benefit from them.

With the increasing fragmentation of traditional media outlets and the introduction of exciting new technologies such as photogrammetry, virtual reality, augmented reality, 3D printing and artificial intelligence, one doesn’t have to be the sharpest of futurologist to admit: there must be a more meaningful and sales-centric use of existing and emerging 3D visualisation to be applied in the realm of modern age entertainment and media.


Brand New Ideas

Advertising is one of those rare and pioneering fields that already embrace new innovations and 3D rendering. While VR shows enormous potentials for both marketers and advertising agencies, it goes without question that telling consumers exciting, new stories through never-before-seen experiences is contemporary persuasion at its best.

Whether it’s expressing a bank’s CSR activity via teaching artificial intelligence paint like Rembrandt, aiding automotive client reviews by using interactive rendering solutions or a fully animated advert for an energy provider featuring facial motion capture, there’s an endless frontier for technology, creativity and art in advertising.

New media paired with cutting-edge technology can bring clients and brands a wide array of commercial benefits: from better user engagement and brand awareness, through higher interactivity and genuinely inspiring content that can help immerse wider audiences, and niches, on a whole new level. Meanwhile, they provide unique metrics such as emotional responses or geographical location across a variety of platforms.

Adveritising - beats-headphones

With the ability to bridge geographical limitations, make unseen product benefits visible and promote products and their features in photorealistic detail before they reach mass production level; industry members will soon achieve the full scope of campaigns and budget goals with a chance to collect prestigious creative awards.


A Mesmerising Debut

In a world of constant visual stimuli and commercialisation, it is inevitable that technological advancements will eventually breathe life into the music industry. Whether it’s a live performance or recorded sound, groundbreaking 3D visualisation and motion capture quickly becomes a visionary tool in artists’ hands.

As is the case with collaboration in the sector, sound and visuals also go hand-in-hand with each other in modern media; helping to gain traction for upcoming artists and drive higher revenues for record labels. Digital technologies however, do not exhaust their potential with well-rounded music videos but keep getting more sophisticated each time while shaping the taste of distinct audiences.

But perhaps, it is the realm of live gigs where new technologies become strikingly exciting. Intuitive 3D tools allow performers to create transcendent atmospheres for their audiences by blurring the boundaries between dance, film and music. Some artists already use virtual environments and wearable technology to add a tad more improvisation, dynamism and progression to their performances and better resonate with their audience. We can’t wait to find out how this plays out on a bigger scale.


The Art of Digitisation

Imagine a world where you can hang an original Modigliani painting on your living room wall, where you can redecorate an ancient Greek vase with paint colours of your choice. Picture yourself in a universe where all the world’s exhibitions are in the room next door. Welcome to the world of 3D visualisation!



Having ‘reared its head’ in advertising, fashion and music, interactive virtual content and stunning visualisation solutions will inevitably penetrate the cultural sector and contemporary art. Theatres, museum, art galleries and even operas could build on the countless opportunities lying within these tools; from digitising delicate collections, through brilliant lighting visualisation to mixed and experimental art forms attracting curious visitors.

Likewise, fusing 3D rendering software into these fields would not only enrich the cultural palette and introduce new narratives in artistic storytelling but would give a boost to educational programmes and academic research, consequently reviving obsolete art forms by enabling them to stay relevant yet authentic. One thing is certain; art history lessons would be far more exciting and could engage a whole new generation.


New Dimensions for Motion Pictures

Television and cinema are no strangers to photorealistic animations and gripping 3D effects. In fact, the vast majority of recent blockbuster movies and TV series captivate their audiences with some sorts of CG visualisation. But what’s the next step for visual entertainment and modern filmmaking?

A major ‘plot twist’ is in the offing for the movie industry and home entertainment with the arrival of immersive technologies such as VR live streaming, guiding us into a world of mixed genre entertainment, by piecing together well-tried experiences stemming from online and traditional media as well as video games.

With subscription and OTT (over-the-top) streaming services on the rise, combined with the expanding penetration of smartphones and tablets, live broadcasting cannot remain the same. The industry needs to redefine the way we experience stories; whether it’s watching live sports in our living room or action scenes on a cinema screen.

Future technologies should grant us interactive abilities such as becoming the main character in an animated feature film, transporting fans into the cockpits of autonomous AI supercars by using our customised virtual avatars or even to try a fall with Tour de France riders from our very own living room.

Likewise, moviegoers can expect new streams of inventive cinematography in the shape of intuitive 3D technologies that can help breathe new life into long-forgotten franchises and make space for more inspirational advertisements. Without a doubt, we’ll have a higher engagement with stories; leading to better film reviews and critics.


Ahead of the Game

Unsurprisingly, video games are some of 3D’s biggest driving forces and beneficiaries at the same time. No wonder that countless game titles have and keep serving as inspiration for the movie industry and many other sectors. Advertisements and studio spending have seen an unprecedented increase in recent years, paving the way for more engaging gaming experiences whether it’s console or desktop gaming or viral mobile applications, such as Pokémon Go.



Game developers are increasingly pushing the boundaries of realistic gameplay experiences by exploring new ways of augmented reality, large-scale photogrammetry, real-time motion capture and by using breathtaking material creation and rendering tools such as Lightwork’s world-leading Iray+ in order to extend the genre and the frontiers of creativity.


Inevitably, players will be able to enter a world of interactive gaming environments using VR headsets and movement recognition regardless of what platform they play on. This brand new way of storytelling will allow them to follow up on their favourite e-sport competitions, join online multiplayer battles even as spectators or get a glimpse into a forthcoming game’s development and meet thousands of other players’ customised avatars on the go. It’s time to raise the game.


Taking the Next Step

Architecture, automotive and product design are some of the fields that are already using some form of 3D visualisation and product rendering due to increased graphics performance and physically based materials. Product turntables, lifelike animations and interactive sales configurators are becoming the catalysts of skyrocketing digital spending and point of sale success stories.

But what is it really, that the future holds for these technologies? Is it a virtual reality device that enables us to use other senses than vision alone? Will holographic technologies make us feel as though we are truly part of an advertisement and can actually interact with future products? Will we be able to bring our favourite actors’ facial expressions and signature movements back to screen in impeccable quality within the next decade using next generation facial identification?

With the aim to meet the heightened requirements of modern business and customer needs within the media and entertainment business, these are some of the questions that need to be answered in the coming years.

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