And as computing technology rapidly advances (and becomes cheaper), the means of creating complex animations has opened up. Why wait – 3D animation is more accessible than everįor as “new” and “exciting” and “cutting edge” as 3D animation can make your brand feel, it’s a technique that’s been around for a while. Put an eye-catching video like that in the hands of a sales team or on-screen at a trade show booth, and your audience will be engaged, delighted and informed. And if you do want to show the real product with real people, you can seamlessly mix the animation into live-action footage in post-production. All without hiring actors, renting a studio, or taking the device apart. From there, you could break out the finest detail of that animation to demonstrate not just the function but the tiniest inner workings of the thing. So, for example, you could import the CAD file for a product and render a realistic, animated version of it. 3D animation, like we discussed above, has almost no limits. Historically, that meant one of two things: abstract animations to demonstrate function without showing the actual product, or live-action demos with real people and products. And we need to demonstrate what those products are and how they work asynchronously in video. Not all of us work with physical products (s/o to all you SaaS folks), but some of us marketers do. Either way, using those 3D strategies to level up your brand identity and presence – well, that’s what we’re talking about today. And in that context, 3D could be the development of a whole animated identity, or it could be as simple as adding depth, texture and movement to your otherwise 2D brand. But character-driven stories, realistic effects and textures, augmented reality with mixed media animation, and product demos? Those are all well within the wheelhouse of the video marketer. You see, as standalone examples presented in whole, it’s safe to say our marketing efforts don’t generally include those forms of pure entertainment or interactivity. But while we aren’t talking about those specifically, they’re all sources of immense inspiration for us as marketers. And 360-degree interactive product demos on ecommerce sites are a few examples. So, what do we mean by “3D animation”?įirst – definition by subtraction – there’s a lot we don’t mean. Today’s audiences expect more from their experiences than ever before. A blurry plumber dressed as a raccoon running around jumping on bad guys just doesn’t cut it anymore. Those old ways that previously had worked so well – and that goes for video games as well as marketing content – don’t always provide the “more” our audiences expect. And, as with adding depth and texture to gaming experiences, you can tap into those expectations and desires, capturing your audience’s attention and delighting them, by adding 3D animation to your video marketing toolkit. Retro games aren’t bad, exactly – they’re just not fully aligned with modern attention spans and engagement strategies. (It was a sad time.) But, for how wild and wicked different they were when they came out, nowadays those 2D video games feel clunky and outdated compared to more immersive 3D gaming experiences. And it was wicked different! Before that, kids were stuck in the real world throwing and kicking balls around outside and desperately trying to pass Go enough times to afford Boardwalk. Back in the day – like, way back – video games transported players to a flat, 2D world in which all manner of adventures, battles and epic princess rescues transpired. But before we talk about your animated videos and how adding 3D to your toolkit can boost your brand, let’s talk about video games.
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