The FMCG retail landscape has evolved, recognising the pivotal role of diverse digital assets in both online and in-store product marketing. These assets encompass everything from comprehensive product views to lifestyle images and engaging videos, all designed to captivate consumers and drive purchase intent.
Recent strides in 3D rendering technology offer a dynamic avenue for presenting and visualising products, delivering an immersive experience that surpasses the limitations of traditional 2D visuals and expensive, time-consuming photography. With meticulous attention to lighting, textures, and materials, 3D renders excel in replicating products with astonishing precision. This level of realism holds immense value in an industry where product presentation and consumer perception reign supreme – increasingly, it’s emerging as a standard feature on e-commerce platforms.
Mark Henderson, the chief marketing officer within the Kirk Group umbrella – overseeing Task creative agency and spearheading the introduction of the Visual Lab portal for on-demand 3D renders – emphasises: “The entire arena has seen remarkable growth. Nowadays, most e-commerce suites necessitate digital assets, be it three or four pack images or captivating lifestyle depictions. Established brands on the whole understand this landscape well and know where to source quality renders. However, smaller businesses often operate on tighter budgets and may struggle with industry standards. Errors can result in delays, impacting product launches.”
Task conceived Visual Lab as a simplified version of its full-service offering, granting all businesses easy access to industry-standard 3D renders with low entry requirements and cost-effectiveness. Within 48 hours, they can access assets equivalent to those of industry giants, all at a competitive market price and the requisite quality standard.
Henderson explains the innovation: “Typically, creative agencies rely on Photoshop to create renders. They take artwork and give it a 3D appearance. We aimed for something different and invested in the latest 3D rendering software. With this, we produce everything from static 3D renders through to fully interactive animated 3D renders, enabling users to view products from all angles. Such capabilities are seldom available through conventional channels. Marketers enthusiastically embraced this level of colour and motion, resulting in a surge in requests for animated renders, particularly for social and digital channels.”
Task’s renders offer a comprehensive solution for FMCG players, negating the need for mock-ups or waiting for pre-production samples – a practice that often delays go-to-market collaterals. Task’s team can generate all necessary assets within 24 to 48 hours of artwork approval, prompting some clients to entirely abandon traditional product photography.
Henderson cites that many brands have phased out photography in favour of Task’s renders – they now collaborate with renowned brands such as PepsiCo, Kellogg’s, and other household names.
Brands seeking 3D renders can either engage directly with Task to discuss their unique requirements or take charge of the process through the Visual Lab website, selecting lighting options, surfaces, animations, and file formats at their own pace. At a modest cost, users receive product visualisations that often surpass traditional photography options, confident that they meet retailer or online platform standards.
Henderson concludes: “The demand for our services is undeniable. We’re transforming initial agency presentations and conceptual designs into vibrant 3D experiences. Gone are the days of flat visuals or rudimentary mock-ups – our interactive renders empower agencies to impress clients. We’ve even applied our expertise to fresh produce, where we incorporate highly detailed 3D fruit models into box designs, showcasing how they appear on display or shelving units. Our capabilities are virtually limitless.”
To explore Task’s online 3D rendering platform, visit http://visuallab.design
