Translating brands into captivating digital content

While there are macro-trends to consider, focus on the trends affecting your industry. As there are a large number of trends visible across fields, it can end up being an overwhelming process. So it is important to pick and choose the most relevant to you.

One area to consider is how trend-oriented your target audience is. Based on this, you can ramp up or scale down the need for integrating trends. This has a great impact on the styling of your imagery.

There are a few overall trends that will impact the furniture industry. 

Customers are currently looking for classic, timeless, and high-quality items that they can be happy about long-term.

The whimsicality will be brought in through smaller interior objects like pillows, curtains, vases, etc. This approach, where the bigger pieces are more simple, has always been part of the Scandinavian style to some degree.

Furthermore, traceability and transparency are very sought after as consumers have become more conscious about their decisions.

Last but not least, we have functionality. Consumers find great value in multi-purposing and items that can be used in multiple ways.

What we find makes a difference are high-quality images where it's easy to zoom in and see in detail as well as from various angles. In addition, seeing the product in various colors, materials, and configurations is of great help in helping a customer find their preferred variation.

Furthermore, an animation as e.g. a 360 animation can help you better familiarize yourself with a piece of furniture.

The goal is to recreate as much as possible some of the experiences the customer has when seeing the item in person e.g. feeling the materials, trying out the item, etc.

There are different ways of getting started - some dip their toes in first, and others go all in, where we help them create a roadmap for getting an ongoing flow of campaign materials. Our Project Managers will also help you in the decision-making process and ensure an optimal process.

We use various approaches for this, depending on the circumstances.

We can inherit 3D files provided by the manufacturer, which we augment and improve.

We can measure and take photographs of the product in addition to using technical drawings.

We can also scan products. This is a good approach when recreating textiles as it captures the surface of the textile in detail.

Typically, productions last between 2-3 days up to 4 weeks, depending on complexity and if we already have modeled your furniture and a location we can use.

It also depends on whether we are building something from scratch. For example, if we already have a location built, it can be a matter of hours.

Once you invested in 3D modeling a product and created a digital environment, it is easy to animate this. The more you can utilize your CGI-generated content across channels, the higher your return on investment is.

We are getting quite good at modeling body parts and have an extensive library with, e.g., hands. The technology is not quite there yet for modeling a full human being. We may do live-action photography of humans and insert them into a CGI scene. 

We are integrating AI into our processes, such as image tagging. We are also using it in brainstorming exercises and idea generation.

We see AI as having the potential for more generic image production. However, our customers need a high level of customization where small details make a difference, and a human touch is critical.