By incorporating Adobe Dimension into their packaging design workflow, Mattel created a much more positive, iterative workflow for designers. Velazquez and his fellow designers create 3D digital planograms in Dimension, using realistic-looking materials and digital packouts, quickly and effectively.
"Before Adobe Dimension, we spent money outsourcing everything from physical test prints, embossing effects, spot varnishes, foil applications and actual paper materials to create a physical package comp before it even got an approval. Now, we can quickly create a design in 3D and apply all these materials using Adobe Dimension or Substance Source," Velazquez says.
The packaging design team uses these 3D mockups to pitch their design concepts to business units and to get signoff on concepts, all without a single material being wasted. "By not making physical comps, we're easily saving thousands of dollars a month on paper alone. Not to mention the cost for glue, tape, chip board, speciality materials and all the labour that goes into assembly," says Velazquez.
Most of the packaging designers at Mattel do not come from a 3D background. Fortunately, they were able to easily implement a new workflow that drives Mattel's digital packaging design models into Dimension. They often make use of the library of 3D models in Adobe Stock to help them to express their design intent in design pitches. For example, for a recent "Barbie Wonder Woman" package, the design team purchased a 3D model of the Lincoln Memorial and rendered it as art for the doll's packaging insert background.
Velazquez has taken his digital packaging design workflow to the next level, as well, by bringing his designs into AR to showcase them in retail environments. "With Adobe Aero, I can take my design and share it in AR and even place it on a planogram to communicate what my design can look like in the real world. Since we are all currently working virtually, this process is even more beneficial as there is no need to be physically present for a design pitch," he says.