USE OF 3D IN ADVERTISING

JUULI PELKONEN

Juuli Pelkonen

Contents• Advertising• 3D Advertising• Uses• Software• Finnish companies• What is demanded from the worker• Why?• Why not?• Examples• Summary

2/17

Juuli Pelkonen

Advertising

• Paid information with a goal• Aimed at a large audience• Boosting business• Brings in cash• Creates visions and expectations• Communicates about the product

3/17

4

Juuli Pelkonen

3D-advertising (1/2)

• Tvo 3D-TVo Big mediao Consumers used to this

• Interneto 24ho Priceo Interactivityo Diversityo Seen as irritatingo Connections, computer age

5/17

Juuli Pelkonen

3D-advertising (2/2)

• Public spaceo Shopping centero Conventionso Sponsor eventso 3D glasses?

• Print mediao Lenticularo Stereoscopic

6/17

Juuli Pelkonen

Uses• Still-images

o Ingman

• Videos• Panoramas• Interactive presentations

o Lambio Porsche

• Display-advertising (Banners)• Digital signage (Billboards)• PDF-files

7/17

Juuli Pelkonen

SoftwareMallinnusohjelmistot

Renderöintiohjelmistot

Esitysohjelmistot

3ds Max Mental ray Swift 3D

Mudbox V-ray Autodesk Showcase

Maya RenderMan Quest 3D

Lightwave 3D

Cinema 4D

8/17

Juuli Pelkonen

Finnish companies

• Fake Graphics • 3Darts• Piñata• UNDO• Cheesecake• Kärkijoukkue• Twisted films• Artpix

9/17

Juuli Pelkonen

What is expected from the worker

• Strong technical know-how• Portfolio• Use of software• Shooting skills• Drawing skills

o Planning starts with 2D-imageso Understanding of art

• Cinematographyo Lightso Camera

• Understanding of motion• Initiative 10/

17

Juuli Pelkonen11/17

Juuli Pelkonen12/17

Juuli Pelkonen

Why?• Nothing is impossible• Nothing is too expensive/saves money• Change• The final product does’nt need to be

ready/available• More understanding/demonstrateability• Interactivity• Boosts intrestingness• Causes a more positive buying decision • Fast and efficient

13/17

Juuli Pelkonen

Why not?

• Expenses• Required software• Know-how• Prejudice against modeling• Undeveloped technology• Will it reach the audience?

14/17

Juuli Pelkonen

• http://player.vimeo.com/video/17762126

15/17

• http://www.youtube.com/watch?v=C5yhxqkJiAQ

Juuli Pelkonen

Summary

• 3D offers lots of possibilities• 3D-advertising widespread in all medias• 3D-advertising more efficient than 2D • The future looks good• Much is expected of the worker – not only

software knowledge• Possibilities offered by 3D have not been utilised

yet

16/17

Thanks!