The animation industry has always played a powerful role in storytelling, with 2D animation holding a special place in many of our hearts – whether through classic cartoons or memorable stories. However, as times change, so does the industry – and more people are now discovering the incredible potential of 3D animation.
Once primarily associated with the entertainment industry, 3D animation has broken barriers to become a powerful tool for marketing, building brand awareness, education, and so much more. Its applications are vast, and its impact is undeniable.
In this article, we’ll explore why 3D animation is the next big thing for capturing your audience’s attention – and how it can help take your business to the next level.
Key takeaways:
- With eye-catching visuals and realistic movement, 3D animation grabs attention and makes brand messages more memorable. It opens up endless creative possibilities for businesses to engage and connect with their audience in a compelling way.
- The production involves key stages: modelling (creating digital objects), rigging (adding skeleton structures), animating (bringing motion to objects), and rendering (enhancing visuals with lighting and textures).
- Various industries like healthcare and engineering use 3D animation to break down intricate details into clear, engaging formats that are easy to understand.
What is 3D animation?
A brief overview
As the name suggests, 3D animation involves creating three-dimensional moving visuals using advanced animation software and computer-generated imagery (CGI). While it appears similar to 2D animation on screen, 3D animation is designed to replicate the principle of a three-dimensional space. Objects in 3D animation can move, turn, and rotate realistically through precise control of visual effects and timing, giving them a lifelike sense of realism.
2D animation vs 3D animation
Both 2D and 3D animation share height and width, but 3D introduces an additional dimension: depth. This key difference impacts how each is created. In 2D animation, movement is achieved by drawing a sequence of images on a flat plane, with characters or objects shifting positions across frames and playing in rapid succession to create the illusion of motion.
In contrast, 3D animation is crafted using animation software, often based on virtual models, making it appear more dynamic and lifelike. With the advancement in technology and the growing accessibility of 3D animation – thanks to a wide range of talented studios and professionals – it’s no surprise that it’s now being widely used across various industries.
From immersive corporate presentations to groundbreaking medical research and lifelike game visuals, 3D animation has repeatedly proven its value. Its versatility, attention to intricate details, and ability to communicate complex information make it a powerful tool in today’s world.
How 3D animation works
Now that you have a clearer understanding of 3D animation, you might be wondering – what does the process of creating 3D animation look like? Let’s walk through the key steps involved in 3D animation production.
Modelling
This is the foundational step in 3D animation production. Here, the animator creates 3D objects, environments, and digital characters based on the ideas and concepts discussed during the consultation phase. These models can include custom character animation with intricate details like facial expressions, clothing, and accessories, as well as props and environmental elements needed to build the scene.
Rigging
Once the models are ready, animators add a digital skeleton, known as a rig, to the 3D objects or characters. This skeleton provides the framework for movement, allowing the animator to manipulate the model’s joints and create realistic motion capture. Proper rigging ensures smooth, natural movements, whether it’s a simple walk cycle or complex actions, and ensures consistency across keyframe animation and camera angles.
Animation
Using specialised animation software, animators bring characters to life by adding motion. This step can involve everything from basic movements like facial animation, walking and talking to more elaborate sequences like fighting or dancing. The animator uses techniques such as keyframing or motion capture to make the character animation dynamic and engaging.
Rendering
In the final stage, the artist uses advanced rendering software to enhance the visuals. This step involves applying textures, lighting, shadows, and effects to create a polished, cinematic-quality image or video. Rendering translates the 3D models and animations into the final output, ensuring they look realistic, vibrant, and visually stunning.
Tools and software used in 3D animation
Just like any famous duo – think Batman and Robin – a great animator needs the right tools to bring their skills to life – and that’s where 3D animation software comes in! Popular tools like Autodesk Maya, Blender, and many more are staples in the industry, offering features like modelling, rigging, animation, and rendering in one seamless platform.
These tools enable animators to craft lifelike animations that deliver immersive experiences for the audiences, whether for films, games, marketing, or educational content.
With today’s cutting-edge technology, advancements like AI-powered animation tools and virtual production technologies are taking things even further, making it easier to produce incredibly realistic visuals. These tools are not here to replace the creative process but to complement it, empowering animators to achieve even more polished and impressive results.
Why is 3D animation a powerful tool for your brand?
We often see 3D animation being promoted to marketers, and rising brands, from various industries – but is it really worth the hype? And why should you jump on the trend and leverage this tool for your brand?
Enhancing storytelling
3D animation’s versatility allows brands to create engaging and immersive narratives tailored to their message and target audience – while letting creativity run wild. With 3D animation, the sky isn’t even the limit! It enables brands to craft compelling stories that leave a lasting impact.
Visual appeal & engagement
Why be just another brand when you can be unforgettable? By incorporating 3D animation into your campaigns – whether for promotional content or educational videos – you can instantly grab attention and deliver your message effectively while keeping your audience fully engaged. No more worrying about short attention spans!
Compared to static images or traditional 2D content, 3D animation is more immersive and captivating, all while simplifying complex concepts and making them more relatable.
Brand differentiation
In a competitive market, brands must find creative ways to stand out. 3D animation does just that by offering visually immersive storytelling that captures attention and engages audiences like no other. Its ability to bring ideas to life in a dynamic and engaging way helps your brand stay ahead of the competition.
Emotional connection and user experience
With the added dimension of depth, the skill of talented animators, and advanced technology software, 3D animation delivers a sense of realism that evokes emotions and strengthens brand affinity. Beyond traditional animation, interactive 3D experiences – such as virtual product demos or AR applications – transport users into a new dimension, creating a deeper emotional connection with potential customers and clients.
Also read: Celebrating Petco Love’s 3D Animated Campaign
Types of 3D animation for brand marketing
Worried that 3D animation might not be the right fit for your industry? No need to stress – 3D animation is incredibly versatile and can be used across various industries for countless purposes. Here are some examples of how different sectors are leveraging it to create impact!
Branding & product videos
With its ability to create realistic visuals and deliver messages effectively, 3D animation is an excellent tool for showcasing products, telling brand stories, and presenting services in a dynamic and visually compelling way.
3D animation offers full creative control, allowing brands to highlight intricate details, showcase products from every angle, and bring abstract concepts to life. It enhances brand storytelling, making messages more engaging and memorable while helping brands stand out in a crowded market.
Just like our collaboration with Petco Love Lost for their ‘My Ruff Day’ campaign, where we produced a heartfelt three-part 3D animation series to raise awareness about their free national lost and found pet database.
To create a deep emotional connection, we focused on the strong bond between pets and their owners, as well as the community’s role in reuniting lost pets. This foundation guided the script, storyboard, and overall direction of the film, ensuring that the animation delivered a powerful and heartwarming impact. The result? A visually compelling story that resonated with viewers and inspired them to use the Love Lost platform to help bring missing pets home.
Explainer & education videos
As mentioned earlier, the versatility of 3D animation makes it a powerful tool, even for explainers and educational videos. Even the most intricate details and complex information can be transformed into clear, engaging visuals that speak for themselves – eliminating the need for lengthy explanations while improving audience understanding.
By simplifying difficult concepts, 3D animation benefits a wide range of audiences, from customers and employees to students and even patients. This makes it a valuable and functional tool across virtually any industry, helping to communicate ideas effectively and enhance learning experiences.
When CruisePAL made its debut at a major conference, they needed an engaging way to capture the attention of industry leaders and potential clients. To help them stand out, SuperPixel partnered with them to create a dynamic 3D explainer video that effectively communicated their innovative digital cruise platform.
We crafted a compelling 3D animation that broke down CruisePAL’s features and benefits into an easy-to-understand and visually immersive format. By adding depth and realism, the animation not only enhanced audience engagement but also attracted more visitors to their booth, strengthening their event presence.
Beyond the conference, the versatile nature of the animation allows CruisePAL to update and reuse the content easily, making it a scalable and efficient tool for future marketing and educational purposes.
Event
Beyond social media and billboards, 3D animation plays a significant role in corporate events, product launches, and live presentations. Its ability to captivate audiences with immersive visuals ensures that key messages are delivered effectively and leave a lasting impression.
Some common applications of 3D animation in events include virtual event experiences, animated stage backdrops, and interactive visuals. A great example is Lazada’s 11.11 campaign in 2019. SuperPixel was commissioned by Lazada, Southeast Asia’s leading e-commerce platform, to create a signature animated backdrop for its biggest one-day online shopping festival.
Our custom-designed animation was prominently displayed on large screens and stage backdrops during the launch event. It served as a visual cue for the audience to claim and enjoy the exclusive shopping vouchers. This seamless integration of animation into the event experience heightened excitement, enhanced audience engagement, and made the campaign even more memorable with compelling visuals.
Festive season
3D animation isn’t just for showcasing services, products, or demos – it’s also a powerful way to spread joy and connect with audiences during holiday campaigns, seasonal greetings, and promotional offers!
From Santa soaring through the sky with a bag full of presents to an elegant lion dance for the Lunar New Year, festive 3D visuals bring celebrations to life. A great example is our 2024 Chinese New Year project with CapitaLand X POP Mart, where we created an animation to usher in the Year of the Dragon.
The animation featured beloved Disney characters from POP Mart, set against a backdrop of traditional Chinese New Year decorations, designed to capture the festive spirit. These vibrant visuals were displayed across various CapitaLand properties in Singapore, creating an engaging and memorable experience for visitors.
Government
Who says animation is just for kids’ cartoons or trendy marketing campaigns? The government sector has also embraced 3D animation to communicate important and complex messages in a way that is clear, engaging, and accessible to people of all ages.
From public awareness campaigns to safety protocols and educational initiatives, 3D animation helps break down intricate information into easy-to-understand visuals. In one of our creative projects, our ‘Making Each Day Better, Together’ project with MCI – an initiative by the Singapore Government designed to inform citizens about various strategies and improved benefits across different sectors of the economy.
For this campaign, we created eye-catching animated videos for the Jobs & Education and Healthcare sectors. Our clean and polished 3D models were designed to capture viewers’ attention while ensuring the messaging remained clear and impactful, making it easier for audiences to absorb and retain key information.
Hospital & healthcare
With its versatility and adaptability, 3D animation has become a valuable tool in the hospital and healthcare sector. From medical training and patient education to healthcare marketing, 3D animation helps communicate critical information in a clear and engaging way.
Motion capture suits enhance this process by capturing intricate human movements, making it especially effective for medical simulations and training videos. Whether demonstrating surgical procedures, physical therapy exercises, or patient care techniques, this technology ensures precise, realistic motion, allowing complex medical concepts to be presented in an accurate and easy-to-understand visual format.
Take our collaboration with the Health Promotion Board for instance for their ‘Use Antibiotics Right’ campaign, the goal was to educate the public that “Antibiotics kill bacteria, but do not kill flu viruses.” This 3D and visual effects project showcased SuperPixel’s expertise in transforming a creative concept into an almost lifelike character.
Bringing this cute yet grumpy 3D pill to life was both a challenging and rewarding experience, demonstrating how animation can make important healthcare messages more engaging and memorable.
Industrial & engineering
3D animation enables audiences to visualise complex machinery, manufacturing processes, and engineering concepts with clarity and precision. It is widely used for technical demonstrations, safety training, and product simulations, making intricate details easier to understand.
With its ability to showcase detailed product models and animate workflows, assembly lines, and operational procedures, 3D animation transforms technical information into engaging and accessible visuals – enhancing communication and training across the industry.
In one of our animation projects, we had the privilege of collaborating with the Singapore Exchange (SGX) to enhance the promotion of the Singapore Iron Ore Week Forum.
We created a concise 30-second 3D animation, featuring striking visuals of iron ore and processing plants, complemented by informative text graphics that highlighted key industry trends and discussion topics for the forum. The seamless integration of engaging visuals and compelling messaging was designed to build anticipation and excitement, encouraging audiences to attend the event.
Projection mapping & immersive experience
You know what they say – go big or go home! 3D animation isn’t just for mobile screens or TVs – it’s also used in large-scale projection mapping, interactive displays, and immersive brand experiences.
A well-known example is Disney’s castle projection mapping at theme parks, which captivates both children and adults alike. Through stunning visuals and seamless animation, it creates the illusion of the castle coming to life, transforming the experience into something truly magical.
We had the privilege of collaborating with Pacific Place Mall in Jakarta to create an immersive experience that captivated visitors and generated social media buzz to boost foot traffic.
Our team designed a stunning 3D animation specifically for the mall’s large LED display, transforming it into a mesmerising underwater world. The animation featured lifelike sea creatures and corals, each brought to life with realistic movements, creating a dynamic and visually engaging spectacle. More than just attracting attention, the goal was to immerse visitors in a memorable, share-worthy experience that left a lasting impression.
Final thoughts
In today’s fast-paced digital world, 3D animation has become a game-changer in brand marketing. Its ability to transform ideas into engaging visuals, dynamic storytelling, and immersive experiences makes it a powerful tool for capturing attention, enhancing customer engagement, and driving conversions.
At SuperPixel, we’re more than just animators – we’re storytellers. Our talented team is passionate about bringing your vision to life, whether through 3D animation, 2D animation, augmented reality, or other cutting-edge experiences.
If you’re considering professional 3D animation services, feel free to explore our work or reach out for a free consultation. However, if you’re just here for the knowledge, we hope this guide has provided valuable insights into how 3D animation works!
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