THE FASHION TECH BRIEFING
How Immersive 3D Can Transform Your Brand Story
The Future of Visual Storytelling
Newsletter #31 | Read time • 3 mins
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Source: Ralph Lauren - Instagram
I came across this beautiful reel on Instagram last month.
It’s warm, charming and stunning. Perfect for the holiday season right now.
It got me thinking around the power of 3D product creation, animation and rigging. Is this the future of visual storytelling for fashion? Let's look at 2 examples.
Showing Warmth, Ventilation, Texture & Quality
The On Challenger Jacket is a masterfully designed insulated puffer, featuring ventilation zips and an adjustable hood, crafted to keep you dry and warm. On, PixelPool, and Clo3D have brilliantly brought this jacket to life with a clean and compelling visual narrative that immerses you in its functionality. The story unfolds up close: the adjustable hood in action, water beading on the jacket’s surface before effortlessly rolling off, revealing a dry, pristine, and cozy exterior. The warmth is palpable—so much so that you might feel the need to unzip the ventilation, a detail highlighted before the inner jacket is revealed.
The presentation is refreshingly minimal: no faces, no models, no words. Just the product, in motion, speaking for itself.
Source: On & Pixel Pool - Instagram
Colour on Demand
Another example of 3D product creation transforming fashion ads comes from Polo Ralph Lauren & Bolder Creative, a design agency. One of their projects, "Colour on Demand," showcases the power of 3D technology to customize products in real-time. They employed a series of cloth and liquid simulations, detailed renders and striking motion direction to communicate an abstracted view of the beautiful process and deliver it in an emotive, highly branded way. The focus was on the richness of colour that transforms the garment’s cotton, suspended in an invisible, watery environment, effortlessly and naturally floating. Check it out.
Source: Bolder Creative
Cheaper?
On top of this storytelling are significant advantages such as cost, time efficiency and sustainability. With 3D modelling, brands can produce high-quality assets much faster and at a fraction of the cost. Plus, they can easily update designs and colours in digital ads without needing to stage new photoshoots or reshoot videos. It also offers an eco-friendly alternative to traditional methods. Without the need for physical samples, transportation, and large-scale production, brands can significantly reduce their carbon footprint while still delivering eye-catching advertisements.
Endless Opportunities to Transform your Story
Immersive 3D visualisation enables interactive, personalised, and sustainable fashion content that captivate audiences. As the technology continues to evolve, it’s clear that 3D product creation will only become more central.
For those looking to stay ahead of the curve, this is the future.
The possibilities are endless, and those who seize this opportunity will shape the future of this visual storytelling.
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