Laatste update: 21/11/2024
Bringing products to life with 3D images and AI is the way to go in the advertising world. Product visualisation is not new but is experiencing a major boost with the unprecedented capabilities of AI. One of the early adopters in the field of product visualisation is IKEA. Back in 2004, the company decided to gradually switch from traditional product photography to using computer-generated images, as you can see in this video. But, uh …. what’s in it for you? Read about it here.
First things first: which programs do you use to create 3D images?
Adobe has made significant strides in 3D technology in recent years, even integrating AI functionalities. Below, we list Adobe’s solutions for 3D product visualisation.
- Photoshop: a classic in image manipulation. Photoshopping has become synonymous with digital image editing, but did you know Photoshop has had a built-in 3D module for years? It allows you to model simple objects and share them as .obj files with other 3D programmes. Although the modelling capabilities are limited compared to specialised 3D software, you can create parametric objects, light them, and add textures. If you’re already familiar with Photoshop, these features are definitely worth exploring.
- Illustrator also has hidden 3D talents: a free plug-in from Maxon which enables you to add 3D objects directly to your Illustrator document. For example, you can design labels in Illustrator and immediately apply them to a 3D model of your product. This plug-in enables you to add objects, customise materials, navigate with a virtual camera, and add lighting. Since Cineware uses Cinema 4D technology, you can also import .c4d files into Illustrator and continue working on them.
- Dimension: the tool for 3D product visualisations. While the software offers only a limited library of 3D models, you can easily download additional models from various websites and use them immediately. Dimension is particularly interesting for creating parametric objects. The seamless integration with Substance materials is an added bonus. A few years ago, Adobe acquired Allegorithmic, the company behind Substance Designer and Substance Painter. These tools allow you to create hyper-realistic materials for 3D objects that respond to light, reflection, refraction, and more – just like real materials do. If you are adventurous and want to design these materials yourself, you can get started with Substance Designer. But if you prefer to use ready-made materials, you can visit Substance Source, where other users share their creations. Within Dimension, you can also use HDRI (High Dynamic Range Images) for realistic lighting and reflections on your objects. The powerful rendering engine in Dimension allows you to quickly achieve high-quality end results. The example below was created in just 45 minutes during a webinar on first steps in Dimension.
3D with animation
If you want to add animation to your product visualisations, Cinema 4D Lite is a must-try. Insider tip: this program is included in your CC subscription, but you won’t find it among your installed apps. You can only open it through After Effects by adding a new layer of type Cinema 4D. Cinema 4D Lite allows you to create dynamic animations in addition to static visualisations. You can work with materials, light, cameras, and imported models, and you have more modelling tools than in Photoshop. If you are convinced that 3D is the future, consider the full version of Cinema 4D. Although it is not officially an Adobe product, Cinema 4D integrates seamlessly with Adobe software. Just as Photoshop has become indispensable for graphic design, a 3D package like Cinema 4D could well define the future of visualisations.
Visualisation with generative AI
Want to go one step further? You can! From now on AI is integrated in Adobe’s creative apps. With just a few words, you can generate images, add, or remove objects, fill in or expand backgrounds, and create unique graphics or seamless patterns. Discover the latest features in Photoshop, Illustrator, Lightroom and the Firefly web app for AI in content creation:
- Photoshop – generative filling
- Firefly – text-to-image
- Illustrator – generative shape filling
- Lightroom – generative delete
For a complete solution, take it a step further with the Dynamic Data Publishing Suite (DDPS). This tool automates the creation of visual marketing materials and integrates AI for unmatched scalability.
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