Posted on 23/11/2016

While our eyes were busy telling 3D renders from reality, VR proactively set out to transform architecture, engineering and retail. From powerful marketing tool through the completion of creativity in artists’ hands and social ‘teleportation’; this is why you should take VR on board today.

Yesterday, it was on everyone’s lips, today virtual reality is already making eye-opening impacts. Having conquered the top of the world from their living room, tech enthusiasts could create unique virtual reality stories using the HTC Vive and motion capture but what got us even more excited was a brilliant social experience-sharing VR application that let us interact and share our favourite content with our VR-buddies.


But how can you benefit from VR and augmented reality as an early adopter when it comes to your clients, customers and internal stakeholders?

Your marketing and design departments might already build upon the advantages of photorealistic animations, interactive sales configurators and product turntables.  Whether you’re creating visual content for mobile or desktop platforms, with applications such as 3ds Max or Unity, spending around $300-1000 on a VR gear could potentially give your business an outstanding development opportunity in the long term.

Many consider VR the next frontier in content marketing, architecture and countless other fields and with good reason; virtual reality campaigns offer an unprecedented quality of immersion and interactivity by allowing users to walk around 3D projects exploring them or bringing within reach unique, remote locations. Likewise, clients can turn product elements such as lighting, textures, colours and finishes on or off when in the virtual space and observe product designs in an informative, yet entertaining way.

Unlike any other platform in your communication arsenal, VR will win you extra clients and customers, help you skip unnecessary rounds of project reworking and get you ahead of the curve.

As visually and topically innovative as it is, VR has the potential to capture the imagination and attention of distinct audiences through its enthralling way of storytelling and tech benefits. Whether it’s minimising the aversion to new adverts, enabling you to showcase your product’s unique features in custom environments - and outstanding resolution –  or elevating the in-store or out-of-store consumer experience; VR will help you extend your potential reach.


How to integrate VR into your workflow and create additional value for your business today?

Ideally, your company is already well-versed in CGI and design visualisation but even in engineering-heavy industries or companies engaged in real estate, online marketing, programming or the energy market; VR can prove to be an outstanding internal tool for collaboration, project delivery and content creation.

Whether you’re interested in pitching new ideas a bit differently to your clients, generating more sales leads by deeper user immersion and interactive digital shopping or improving your internal design workflow, virtual reality and 360-degree videos could become considerable – if not sensible – options for your company.

Getting started with VR can be a tad tricky when it comes to depth and angling, setting the right lights and mood, stitching and editing scenes or handling initial nausea, but all of these are dwarfed by new, compelling content creation capabilities and the ability to reach millions of potential customers online as well as on smartphone screens.

Moreover, VR opens up new horizons for neuromarketing research and its applicability in monitoring unique neural and facial responses, eye and body movement, all of which can provide rich consumer metrics for your company in the long term.

Eventually, the costs associated with adopting virtual reality will gradually decrease therefore smaller businesses – with a desire to create immersive 3D product renderings and use new tools for sketching and animated content – shouldn’t back away from considering this new platform as a means of design and marketing innovation.


Take the First Step towards a New Genre

Despite its genre-specific limitations and time consuming nature, virtual reality is an ever more promising technical endeavour that is becoming increasingly popular thanks to advances in desktop and mobile graphics processing as well as affordable consumer VR headsets; helping businesses across automotive, architecture and many other sectors to ‘jump on board’.

With seemingly infinite possibilities this new platform could not only pave the way towards more memorable brand experiences, through immersive experiences and brand new storytelling, but can entirely redefine how we view a holiday resort, how we shop in-store or communicate with each other; establishing a never-before-seen value proposition across numerous markets.

Fortunately, companies such as Google or Intel are investing heavily in this technology to achieve mainstream acceptance, but the real consumer tipping point shall be expected with the arrival of high-definition and affordable cordless headsets, a constant stream of engaging content and auxiliary technologies that will help retailers and businesses around the world to seamlessly integrate VR into their existing workflows.

If you’re interested in creating VR experiences or you’re curious what Lightworks can deliver for your company, please take a look at our VR demos created with Iray for 3Ds Max for this year’s SIGGRAPH.


Streamline Your Internal Workflow with Iray+ and Virtual Reality
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