Democratizing access to 3D technology.
Omnicom Production creates an award-winning experience with 3D design tools from Adobe.
$70M
In sales contributed to HP Build My Printer experience
Objectives
Create excitement for new line of colorful, customizable HP office printers
Bridge gap between traditional and 3D artists to innovate in 3D experiences
Spend less time redoing work when translating designs into 3D
Push limits of innovation in design and storytelling
Results
$70 million in sales contributed to the HP Build My Printer experience as of early 2024
Unlocking 3D design with an easy-to-use app that allows any artist to create 3D spaces
30% more efficient using 3D digital twins, streamlining reviews and improving time to market
Won Muse, ADDY Chicago Advertising Federation Gold Awards for innovative design
Telling stories in digital experiences
Eva Neveau knows the value of collaboration. She grew up in a musical household, watching as her father and his friends brought their instruments and talents together to create great music. She carries on that spirit of teamwork as Global Chief Creative Officer for Omnicom Production, the award-winning content marketing agency within Omnicom.
“The emphasis on collaboration within Omnicom Production is what sets us apart,” says Neveau. “Whether it’s between internal teams or with clients, people here always look for ways to work together and come up with new ideas that challenge traditional thinking and help them grow creatively.”
Creatives at Omnicom Production focus on delivering innovative experiences that allow clients to better share their brand and reach customers. According to Eric Nesser, 3D and Interactive Lead for Omnicom Production, that means putting the clients’ customers at the center of marketing. “We don’t want to just show people a product and tell them how to use it. We’d rather have them start playing with it, customizing it, and creating their own story about how the product will fit in their lives,” explains Nesser. “3D and interactive storytelling can play a big role in achieving these goals.”
Nesser saw a way to encourage collaboration between traditional artists and 3D designers with Adobe Substance 3D. Even without traditional 3D training, any artist can quickly learn to create immersive experiences and collaborate on 3D designs that help people imagine themselves with clients’ products and services.
“If you know how to use Adobe Photoshop, you can learn to use Substance 3D Stager. It’s that easy.”
Eric Nesser
3D and Interactive Lead, Omnicom Production
Designer a printer as an office centerpiece
As an established leader in computers and printers, HP has partnered with Omnicom Production to create unique marketing experiences for more than 20 years. Printers are often associated with convenience preferences, security vulnerabilities, and technological frustrations. HP had an idea for a new line that would balance performance with design to create a printer that could seamlessly fit any workspace.
The new HP enterprise printers are highly customizable and colorful and the company wanted a new way to drive printer sales by showcasing the unique customization options available through Build My Printer.
Creating this experience involved a great deal of 3D work, from interfaces elements to 3D digital twins of HP printers. Thanks to the ease of working with Substance 3D Stager, artists did not need formal 3D training to contribute to the project. They could import existing 3D product models and place them on a virtual screen to create a prototype of the 3D experience. Designers could quickly mockup 3D office environments and added camera movements to share their ideas about how the scene should shift and turn. By working directly in a 3D space, what once was a lengthy back and forth with endless room for misinterpretation turned into a seamless collaboration between all artists.
“If you know how to use Adobe Photoshop, you can learn to use Substance 3D Stager. It’s that easy,” says Nesser. “It allows us to democratize access to 3D, getting more creatives directly involved in the design process.”
“The 3D prototype pipeline removes complications and streamlines reviews, improving efficiencies by up to 30% and accelerating time to market.”
Eric Nesser
3D and Interactive Lead, Omnicom Production
High-fidelity prototypes for deeper reviews
Traditionally, designers would mockup experiences in Photoshop and then, once approved, hand them off to 3D artists. But the designers and artists often had different views about how the ideas would translate into 3D, resulting in several additional rounds of reviews and redesigns.
For the Build My Printer project, being able to access 3D digital twins allowed designers to create mockups much closer to their original ideas, meaning the 3D artists spent less time guessing what the models, cameras, and movement should look like in the final renders, resulting in less rework. Reviewers also better understood the designers’ intentions, which resulted in much richer feedback.
“We’re thrilled that, the 3D mockup workflow removes complications and streamlines reviews, improving efficiencies by up to 30% and accelerating time to market,” says Nesser.
Award-winning sales experience
Nesser and his 3D artists textured many of the final assets for Build My Printer with Adobe Substance 3D Painter and Designer. By adding photorealistic details and shading with textures, rather than increasing the complexity of models or adding real-time lighting simulations, Omnicom Production was able to reduce the amount of processing required to run the online experience. This made it more accessible to people on any device.
Many of the environments and textures in the office backgrounds, including carpets, furniture upholstery, and wall artwork, come from Adobe Stock or the Substance 3D Assets library, often edited and polished in Photoshop.
“Substance 3D Stager is another first for us. It shows how we can get all design teams involved in 3D design to push the envelope with amazing client experiences.”
Eva Neveau
Global Chief Creative Officer for Omnicom Production
Finding new ways to innovate 3D design
Nesser and Neveau expect that clients will want even more 3D and interactive experiences. The key to meeting client expectations will involve taking risks and experimenting. Designers and artists need to use technologies to deliver more innovative and creative experiences for clients and their customers. Generative AI backgrounds in Substance 3D Stager, for example, allow designers to quickly show experiences in different contexts to help clients better picture the final product.
“Omnicom Production has a history of firsts: first to build a website for an automotive OEM, first to use QR codes in dealer showrooms,” says Neveau. “Our work with Substance 3D is another first for us. It shows how we can get all creative teams involved in 3D design to push the envelope with amazing client experiences.”
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