The way it used to be in the creative industry
Visual media were always the cornerstone of effective marketing in the past, and that’s not going to change anytime soon. Whether it was traditional photography or digital photography, marketing conscious companies have been utilizing it to its full potential before, and they still do now.
Whether it was photography or video, businesses quickly realized its positive impact on sales and the creative industry was booming. What they all had in common since 1850 were universal principles of visual arts: composition, light, colors and how they played together to create something appealing and desirable. Universal principles don’t change, but how they are applied, that does.
Technology tipping point after the Covid-19
Since the dawn of internet, all businesses tried to adopt digital technologies at some level or another. Emails, websites, you name it. Until we learned the lesson with COVID-19, where technological adaptation had expedited forward more rapidly. In the book of Malcolm Gladwell the Tipping Point, I read more than 20 years ago, he touched on the concept of tipping point in marketing.
The point at which a series of small changes or incidents becomes significant enough to cause a larger, more important change.
COVID-19 had pushed business over the technology tipping point and transformed many companies forever. Whether you were a freelancer, small business or a corporation, you were practically tipped into digitalization of your products or services to stay competitive. Industry leaders like Robert Iger, former CEO of Walt Disney, says: “There are always crises and failures for which you can never be fully prepared”
Uprising trends in visual marketing and photography
After my trip to Vegas in March 2020, I wanted to take my photography teaching to the next-level. That turned out to be an interesting timing and turn of events. The world went into the COVID-19 lock down and business, as I knew it, had stopped for me. That gave me the opportunity to re-discover my love for 3D and CGI again, along with many others at Still Life Academy. We all, as we were stuck at homes, have realized the great potential of CGI and what it can offer us, especially in times like these. While the world was going through the technological tipping point, we all have witnessed a couple of striking, creative industry shifts.
1. One was definitely the uprise of 3D tools like Blender. More popular than ever, the blender.org website and several of its subdomains have received a combined 23M unique visitors. That is a 35% increase from the year before, approaching 2M visitors per month.
2. Another one was the deal to acquire Turbosquid for $75million announced on Tuesday, 26th January 2020 in an official statement on Shutterstock’s website. It was another giant step taken by the renowned stock photo dealers to keep up with the pace of tech innovation. On the other hand, it offers great hope to photographers already treading the path of 3D and CGI.
3. And recently Adobe, brought into light its previously acquired company Substance 3D and making it integral part of its tool set same way like they did with Photoshop in 1995. Sending a strong signal to creative professionals, that 3D is clearly in the next-generation shift in creative industry. Behance, the largest creative network, noticed the number of 3D projects published were up more than 40% in just the last 6 moths of 2021.
What to do today, to stay relevant in the creative industry
3D technologies are nothing new, of course. The first 3D animation was created by Ed Catmull, Co-founder of Pixar in 1970. 3D was also quickly adopted by technically oriented individuals in the past like engineers or manufacturers because of its technical nature. I, personally, have been pioneering 3D technology on production level for more than 20 years now.
But the basic problem with creative professionals is simply the evolution one. Where creative people are predominantly using their right hemisphere, that is responsible for creativity. The linear thinking left hemisphere of the brain, that is needed to embrace the technical 3D technology, is simply falling behind.
Those who were able to successfully migrate from traditional film photography in 80s to digital photography, for example, were faced with technical challenges they had to embrace.
And that’s where evolution of Adobe tools plays a huge role today. Developing new tools, techniques, adjusting to new trends, educating the creative industry at the same time is not a small task.
3D technology in creative industry is simply another step, creative professionals will have to embrace to LEAP into the new era of creative industry, If they want to be part of it.
The inevitable future of photography and multimedia content
The bar keeps rising for visual experiences. If you have invested yourself and understand over the years, what makes a great visual experience, you made a good investment. Great visual experience, is always going to be a great visual experience. Only the tools to make it, may evolve and change. Will 3D change the future of the creativity? It already did. At least that’s what the indicators are showing us.
How did your business get affected by the latest events?
How do you plan to adapt your business to the upcoming challenges?