When the imagination has no boundaries, what will you do with this freedom? CGI and visualization techniques unlock endless possibilities for brands.

In a newly published article on The Dieline, our VP Executive Creative Director, Hamish Campbell discusses why Virtual Brand Assets are important for design and branding. How the brands that are succeeding in these challenging times are finding unique ways to fulfill people’s needs by making intangible experiences tangible, using CGI and visualization techniques—specifically 3D modeling, 3D scanning, rendering, animation, and more—to establish bonds and emotional connections with consumers that will drive engagement and build brand loyalty.

“As a creative professional, having these new tools at my disposal is incredibly inspiring for me and the brands I partner with. Together, we are empowered to create the real, the unreal, and beyond while being more efficient. Traditional practices like photography and photoshoots are meaningful in their own right, but alternative methods like CGI and visualization make it possible to bring ideas, products, and environments to life, creating full multisensory experiences without physical props or being on set. And during a global pandemic, we can create photorealistic images, collaborate remotely, and still deliver for our clients.

“Our CGI and visualization work on brands like Hum by Colgate and Westward Whiskey allowed for us to craft beautiful visuals and assets to support each of the brands’ promotional campaigns without having to have the physical product in hand. Once the initial Virtual Brand Asset gets built, it becomes the foundation that leads to limitless possibilities with what you can or want to do with it—helping a brand construct emotional connections with consumers. For brands, replicating physical life can be the first step in driving interest and a powerful relationship with a brand. Now I can begin a brief with what we want to create versus what a client is able to, with the resources and budget they have access to. The possibilities for creativity are now endless.

Read the full article written by Hamish Campbell over on The Dieline.