Unity Technologies, which is a gaming engine giant, has launched Unity Forma, a professional application. The new Unity Forma is created for digital marketing production workflows, which allows marketing executives to create and publish content in an effective and interactive way by using 3D engineering data.
Marketing teams can cut down on costs and production timelines by using Unity Forma, thereby helping them to focus on the creative process to inspire potentials and convert them into actual buyers.
Unity Forma stretches the power of Unity Technologies’ interactive and immersive RT3D technology to marketing specialists without them requiring to learn Unity or possess any programming skills. Marketing departments can produce showcased products just by using photorealistic 3D imagery. Also, content is automatically optimized for the marketing team’s intended platform, be it streaming content using the cloud or publishing it to mobile devices, or even AR or VR.
“In our digital world, it’s harder and harder for marketing to connect with consumers on an emotional level. With Unity Forma, we’re putting powerful capabilities at the fingertips of marketers everywhere so they can inspire audiences to explore their products in immersive, interactive ways and ultimately accelerate the path to purchase. We anticipate Unity Forma will become the bedrock of modern marketing, enabling brands to create and deliver stunning content and interactive experiences in record time.” – Clive Downie, CMO, Unity
Volkswagen Group as Client
Volkswagen is using Unity to produce different marketing experiences, from performing a large number of images in real-time for its web car configurators worldwide to create apps highlighting vehicles in AR. To showcase what is achievable with Unity Forma, the company partnered with Unity and Katana Studio to develop a campaign video for the 2020 Volkswagen ID.4 EV.
The marketing team used Unity along with the Unity Editor to develop a virtual production using the ID. 4’s data from manufacturing. The ad mixes together rendered vehicle interiors and exteriors with shot patterns, which would have been not possible to achieve by just using a live camera.
“Volkswagen constantly seeks new paths to delight the user when experiencing our cars. With Unity, we found the right partner to enhance the product experience on the online configurator. Unity Forma comes with features that will help us to provide faster and higher quality real-time content like configurable product visualization. We will be able to design innovative and more immersive product experiences for our customers that give them a deeper understanding of our cars and the added value they get with highlight features like, for example, the innovative ID Light concept or our driving assistance features (IQ.DRIVE). By this, the customer will get an even more realistic perception of the product already virtually at home.” – Candido Peterlini, head of Volkswagen Global Digital Marketing.
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