The addition of Allegorithmic furthers the expansion of Creative Cloud into 3D content design. A little over a year ago, Adobe introduced Adobe Dimension, which allows creatives to compose and render three-dimensional product mockups, and packaging designs. This fall, Adobe previewed Project Aero, an augmented reality authoring tool that takes much of the technical complexity out of creating immersive experiences.

“With this acquisition, Creative Cloud will benefit from Allegorithmic tools that are already helping top gaming, entertainment, retail, and other brands create the textures and materials that give 3D content detail and realism. Allegorithmic’s Substance family of tools are used in the vast majority of AAA games, including Call of Duty, Assassin’s Creed, and Forza. They’re increasingly being used for visual effects and animation in entertainment, including in award-winning, popular movies like Blade Runner 2049, Pacific Rim Uprising, and Tomb Raider. And they’re being adopted in the fields of design, product visualization, retail and marketing, architecture, and manufacturing, where 3D content is transforming traditional workflows into fully digital ones. (…)

It’s hard to overestimate just how important 3D content design is and will become. Many people think of 3D as limited to the kind of immersive content we see with special glasses or an augmented reality app. But while those uses are important, they’re only the tip of the iceberg. Much of the content that we consume in two dimensions is actually created using 3D tools. A growing percentage of scenes in popular movies, such as the Star Wars franchise, and TV shows, including many animated series, are computer-generated in 3D.

The role of 3D creation is rapidly growing in marketing and product experiences. The vast majority of automobile commercials, for instance, aren’t shot with actual vehicles; they’re rendered using 3D tools. Product catalogs for companies like Ikea are largely composed of 3D rendered images. In the near future, we’ll live in a world in which real and virtual creations seamlessly blend, a change that will allow companies to create experiences that wouldn’t have been possible before, while saving time and money in their production process.

And with consumer smartphones and tablets beginning to capture and display 3D content, brands have new opportunities to create and distribute compelling, interactive experiences to delight customers.”

Valéry Girou

Valéry Girou

D.A. / DIGITAL / WEB / PRINT / Co-fondateur du site ELECTRICNEWS.fr / Consultant & Formateur Digital / Web / Print

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