Why 3D content creation is rapidly becoming a major strategic asset for brands

venturebeat.com:

After years of “what if,” the metaverse is starting to come into focus for brands, and moving to the “what’s next?” stage. Brands are racing to find a foothold and define what it means to be a company creating immersive experiences in the metaverse. No one is quite sure what that looks like yet, but as companies experiment and innovate, the growing need for 3D content and immersive experiences is accelerating, along with the demand for 3D creative tools and content libraries.

VentureBeat’s MetaBeat event welcomed leaders from Adobe 3D & Immersive — including Kellie Townley, director of art and development, Guido Quaroni, senior director of engineering and Pierre Maheut, director of strategic initiatives and partnerships — to talk about creating content for the metaverse. The three spoke about how the next generation of 3D design and development is evolving, why brands need to start equipping themselves with the tools and know-how to begin populating a thriving metaverse, challenges like standardization across platforms and more.

To tech audiences the basic idea of the metaverse is nothing new; for brand marketers, it’s a whole new world of opportunity — a brand new audience with a very different focus and a very different learning curve.

“A lot of people come to 3D via the metaverse buzz,” Townley said. “Community and education and learning are going to be critical. 3D is notoriously pretty technical and complicated. So how do you make it approachable and a bit more simplified for people to grab onto? Because it’s not just 3D experts that we need. We need everybody to be doing 3D.”

Brand marketers will be on the front lines, taking the first steps toward a new type of 3D content creation, and will need to lean on simplified,