3D Models | Simcoemedia https://www.simcoe.co.uk Video, design and photography by Peter Simcoe Sun, 23 Mar 2025 10:03:12 +0000 en-GB hourly 1 https://wordpress.org/?v=6.9.4 https://www.simcoe.co.uk/wp-content/uploads/2024/06/cropped-simcoe-logo3-32x32.png 3D Models | Simcoemedia https://www.simcoe.co.uk 32 32 Creative Consumer Journeys – Immersive Media Marketing https://www.simcoe.co.uk/creative-consumer-journeys-immersive-media-marketing/?utm_source=rss&utm_medium=rss&utm_campaign=creative-consumer-journeys-immersive-media-marketing Mon, 28 Jul 2025 09:10:18 +0000 https://www.simcoe.co.uk/?p=3636

Digital engagement has become a priority for companies, brands are turning to immersive media to create fantastical, escapist consumer journeys designed to engage with audiences.  Whilst static ads and conventional marketing techniques remain appropriate for some audiences — many modern consumers seek out experiences transporting them to new worlds, blurring the lines between fiction and reality. These experiences are engineered to make them active participants in brand narratives. Augmented Reality (AR), Virtual Reality (VR) featuring interactive 3D environments embracing cutting-edge technology to create emotional, memorable and shareable brand interactions. What is driving this shift toward escapism in marketing and how can brands use immersive media to ensure they remain relevant and competitive?

Escapism in Consumer Culture

Modern audiences, in particular the younger generation who grew up interacting with sophisticated gaming consoles and PCs, actively seek out fantasy-driven content as an escape from everyday stress, information overload and digital fatigue. The success of video games, metaverse platforms and social media platforms such as Instagram indicates a preference for alternative realities that offer excitement and engagement beyond traditional marketing. These can be categorised in the following ways:

  • Hyper-Engagement: Consumers want interactive and personalised experiences rather than passive content consumption.
  • Nostalgia & Fantasy: Escapist marketing often taps into nostalgic aesthetics or futuristic storytelling to evoke strong emotional connections.
  • Social Media Amplification: Immersive experiences generate highly shareable content, driving organic brand exposure.

How Brands Are Creating Escapist Experiences

Augmented Reality (AR) Try-Ons & Filters
Gucci, Ray-Ban, Sephora are brands that utilise WebAR and social media filters to let users try on products virtually. Examples include luxury handbags and lipstick colours and shade – all without the requirement to visit a store. This is what marketing professionals would call ‘gamifying the shopping experience’. Essentially making the selection and purchase process fun, accessible, and immersive.

Virtual Reality (VR) Brand Worlds
Luxury brands such as Balenciaga and Burberry are developing VR-based fashion experiences, where customers can explore digital runways or walk through fantastical branded environments. Instead of just viewing a product, consumers engage on a deeper level.

AI-Generated Storytelling & Personalized Content
AI-powered immersive experiences, such as Coca-Cola’s AI-driven Create Real Magic campaign, allow users to interactively generate custom artwork or music inspired by the brand, encouraging co-creation and deeper brand affinity.

3D Web Experiences & Digital Twins
Car brands such as Porsche and BMW use immersive 3D websites and WebAR models that let users rotate, explore, and even customize vehicles in real-time. This shifts the traditional showroom model to an interactive digital playground.

Experiential Installations & Metaverse Marketing
Companies like Nike and Adidas launched virtual stores and pop-up metaverse experiences. Consumers can engage with digital products or even play brand-themed video games. These experiences are designed to make shopping feel like an adventure.

The Future of Immersive Marketing

As AI, AR, and VR continue to evolve, we can expect:

  • AI-driven, real-time content personalization where ads change dynamically based on user behaviour
  • Haptic feedback and olfactory technology, allowing users to feel and smell digital products
  • Immersive, persistent brand metaverses, where consumers can interact with brands in digital spaces

Experience-driven commerce provides a new level sophistication in marketing campaigns, brands that embrace immersive media will stand out. By creating surreal, interactive and emotionally compelling consumer journeys, companies can foster brand loyalty. Immersive media casn transform marketing from a passive activity into a memorable, shareable adventure. To discuss your own marketing requirements contact Peter Simcoe at design@simcoe.co.uk or call 07704 629906.

Related Posts

Immersive Digital Media Part 1 – Definitions

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Google Earth Studio Experiments Part 2 https://www.simcoe.co.uk/google-earth-studio-experiments-part-2/?utm_source=rss&utm_medium=rss&utm_campaign=google-earth-studio-experiments-part-2 Sun, 10 Dec 2023 17:30:26 +0000 https://www.simcoe.co.uk/?p=2122

Google kindly gave me access to their Google Earth Studio platform a few months back. I recently used it to create a variety of videos including a 2D 360 interactive video tour of my home city of Chester in England amongst other tours including London and Snowdonia National Park.

Familiar Tools And Techniques

Google Earth studio is relatively easy to work with if you are familiar with video editing or animation software. Camera controls including field of view, location, tilt and roll all have similarity to the type of keyframing you would find in Adobe software such as After Effects, Premier Pro and Character Animator. It’s fairly easy to create animated sequences and produce some interesting videos using areas of the map where 3D data is available. Google have only recently released 3D data for Chester…as its a beautiful city and familiar territory, this made a great focal point for some further exploration of the tool. In addition, I added some ‘tilt shift’ effects to Birmingham and Barcelona sequences to create a ‘miniature’ effect.

Exporting Videos

Once you have established the camera path for your sequence using the keyframing tools, it is possible to export traditional video or equirectangular video suitable for upload to YouTube – this process is either completed in the cloud (via Google servers) or by export as individual jpeg frames (which at 50fps is time consuming). Note that the limit per day for processing frames is around 15000. Having uploaded, YouTube then translates the data into a 360 video capable of being controlled with a mouse or TV remote.

Render Quality

Having uploaded 360 videos to YouTube the first things you notice are clarity, resolution and aliasing issues. Essentially, the 3D render contains moire patterns and flicker on buildings with lack of definition on hard edges. This reduced the quality of the viewing experience considerably. However, using Topaz’s video enhancement software it was possible to upscale the rendered video to 8K. When re-uploaded to YouTube the conversion was much sharper with improvements in antialiasing and fine detail.

Notes

  • Not all of Google’s coverage features 3D photogrammetry data. The major cities of the world and sites of interest are covered, but there are still many locations with 2D imagery only
  • If you’re interested in alternativeS then maybe try Geolayers, a plugin for After Effects. It allows more advanced visual techniques for animating maps with After Effects suite of effects and camera attributes such as depth of field.
  • See my previous Google Earth Studio experiments
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What Is Gaussian Splatting? https://www.simcoe.co.uk/what-is-gaussian-splatting-3d-objects/?utm_source=rss&utm_medium=rss&utm_campaign=what-is-gaussian-splatting-3d-objects Wed, 22 Nov 2023 12:00:37 +0000 https://www.simcoe.co.uk/?p=2079

What Is Gaussian Splatting?

In really simple terms (and I mean really simple terms…as it’s a complex computational technique), 3D Gaussian Splatting describes the processing of images taken from multiple viewpoints to create a point cloud using a technique called Volume Rendering. Essentially, computer algorithms create a point cloud by projecting 3D data onto a 2D image plane (in a similar way to the effect of aiming a directional light source to penetrate the empty space in an environment). Where the 3D splats from each projection begin to overlap, the scene begins to take shape and also note that they can be rendered in real time. The ‘splat’ part of the terminology is where Gaussian distribution calculations are used to smooth each point in the 3D point cloud to create the effect seen in the rendered scene. It is often used in the creation of medical data visualisation but more recently has been made more readily available for experimentation by websites such as poly.cam.

Examples of Gaussian Splatting

I created the Gaussian Splat below at a local park. The Fallen For The Fallen memorial bench is dedicated to those who died in the First World War.

A Tesla car. This Gaussian Splat is a particularly impressive example of a clean model with minimal noise.

A sunken boat in shallow sea water. Another great example of a splat…this time using a drone to capture images.

Here’s a more detailed summary from a LinkedIn post by Arkadiusz Szadkowski, Senior Business Development Manager in Reality Mapping, Imagery & Remote Sensing, Esri:

In volume rendering, you deal with a 3D grid of samples (like the pixels in a 2D image, but in 3D space). For each volume sample, you project it onto the 2D viewing plane. Think of this as determining where on your screen this 3D point should appear. When you splat the projected point onto the 2D viewing plane, instead of simply putting a dot there, you “spread” its value using a Gaussian curve. The center of the splat (where the original projected point was) will have the highest value (the peak of the Gaussian), and the values will taper off as you move away from the center, following the Gaussian curve. As you project more and more points from the 3D volume onto the 2D viewing plane, some of their Gaussian splats will overlap. When this happens, the splats are combined based on their weights (from the Gaussian function) to produce a smooth and blended result.

(See LinkedIn article)

Online Apps

Poly.cam have introduced the option to create 3D Gaussian Splats on their website where up to 200 images can be uploaded to their servers for processing. They also published a link to this guide which provides hints and tips on how to create the best ‘splats’. Each 3D environment can be shared and, as mentioned, is built in real time in front of the viewer. See their gallery and try Gaussian Splatting for yourself by signing up at Poly.cam.

Luma.ai have recently launched an Interactive Scenes section on their website, allowing people to create their gaussian splats in a similar manner to poly.cam. Check out their gallery pages to see examples and sign up to try your own splat!

Cleaning Up The Splats

One key issue with Gaussian Splatting is that errors can, and often do, occur in the final cloud – typically leaving artifacts or ‘floaters’ in the air around your model. These are false depth measurements and are usually a result of elements of an image that are far away such as sky. Once a false measurement is recorded then other ‘splats’ will hit these, snowballing into a group of inaccurate splats. This can be frustrating when moving around the model as ‘floaters’ can disrupt or even obscure the view. In the video on the right Aras Pranckevičius guides us through the process of cleaning up a model within Unity using a Gaussian Splat editor he created which is available on GitHub. A degree of familiarity with Unity and coding is required to process your models in this manner.

Links

If you want to go into much more detail here are some links examining various aspects of Gaussian Splatting, NeRFs and beyond:

Overview of Gaussian Splatting from Medium.com
Aras Pranckevičius’s blog article 1
Aras Pranckevičius’s blog article 2
Differences between NeRFs and Gaussian Splatting by Medium.com
Neural Radience Field – an introduction to NeRFs

Relevant Projects

Simcoemedia created a visual handbook for Matterport during 2018. This involved a variety of experiments with their Pro2 camera designed to capture 3D spaces using infrared measurement and high resolution HDR image capture. See more information about this project.

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