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Customer Stories
AMAZON CREATES IMMERSIVE SHOPPING EXPERIENCES USING SUBSTANCE 3D
Adobe Communications Team
02-07-2022
Image source: Amazon.
Imagine if you could shop for new furniture by bringing a dozen sofas into your
house and comparing how they look in your living room. Sounds unrealistic? With
augmented reality, that type of virtual shopping might be closer than you think.
Amazon is leading the online retail industry by finding new ways of using
technology to bring shoppers closer to products. To accomplish its ambitious
goals, Amazon set up the 3D Digital Studios within the Amazon Development
Center. It took several years of research to develop a reliable and scalable
workflow capable of meeting Amazon’s growing demand for 3D images. Today,
artists work with Maya for modeling, Zbrush for sculpting, and Adobe Substance
3D Collection, including Adobe Substance 3D Painter and Adobe Substance 3D
Designer, for texturing and shading.
“Adobe Substance 3D is an integral part of our 3D production workflow,” says
Durai Murugan Veerasamy, senior operations manager, 3D at Amazon. “The
non-destructive workflow offers many advantages that helps us create 3D assets
that transform passive imagery and video into active experiences that customers
can tailor to their own needs.”
CREATE STATE-OF-THE-ART 3D
In the Substance 3D ecosystem, smart creative apps and high-end content give you
everything you need to make inspiring art. For the beginner and expert alike.
Learn more
3D ASSETS INFORM PURCHASE DECISIONS
Today, more than 400 artists around the world create photorealistic 3D assets
for key product categories, including furniture and fittings, with plans to
expand to home gym and home appliances, as well as soft line categories such as
clothing, purses, wallets, and more. Amazon uses these 3D assets as the
foundation for a variety of customer experiences. Customers can spin a product
360 degrees to inspect it from every angle. They can use Amazon’s View in Your
Room feature to see what furniture will look like in their homes, or the
Showroom feature to create virtual showrooms by mixing and matching products
online.
3D assets also help Amazon accelerate content velocity by eliminating the need
to manufacture prototypes and take photos of millions of products. Instead,
artists can create photorealistic renderings that can be easily updated and
showcased in different colors and environments based on customer demands.
“We discovered several years ago that having more images enhanced the customer
experience, leading to more sales and fewer returns,” says Veerasamy. “Having
more visuals, particularly interactive experiences using 3D images, builds trust
in the product by giving customers the ability to make more informed buying
decisions.”
CREATING PHOTOREAL TEXTURES AND SHADING
Amazon artists rely on Adobe Substance 3D Designer to create complex patterns
and tillable textures, from wood grains to brick walls. The node-based material
creation workflow allows artists to adjust materials on the fly and change
colors to create new variations in minutes. Those materials can be pulled into
Adobe Substance 3D Painter, which is the primary tool that Amazon artists use to
add textures and shading that bring 3D assets to life.
For Amazon artists, Substance 3D Painter delivers all of the features needed to
create photoreal assets combined with the intuitive UI and easy workflows that
Adobe is known for.
Layers. Like many Adobe Creative Cloud apps, Substance 3D Painter provides an
intuitive layer panel that allows artists to see paints, fills, materials,
masks, and effects easily. Adjusting materials is a snap since roughness,
opacity, and other features are on separate channels. Adding a logo to a 3D
object is as simple as creating a new layer and dropping the logo on top.
Masking. Masking in Substance 3D Painter is fast and easy. Artists can quickly
isolate areas of mesh and apply colors or tillable patterns to products with
ease. With just a few clicks, artists can add shiny metallic fasteners, plastic
soles, and color fabrics that make a sneaker or other item pop.
PBR shading. PBR (physically based rendering) is the key to making assets look
real, with lighting and shading that change based on the roughness and
reflectiveness of a texture. Substance 3D Painter reproduces these real-life
material behaviors with high accuracy for stunning results.
Nondestructive painting. Substance 3D Painter records every action and every
stroke of a brush while working. This allows artists to make changes—even
adjusting resolution—at any point, leading to more efficient and streamlined
workflows.
STAYING AHEAD OF THE CURVE TO DELIGHT CUSTOMERS
For Amazon, the future of shopping lies in 3D. In addition to opening the doors
for new shopping experiences based on virtual reality and augmented reality, 3D
models can be reused again and again. Amazon doesn’t need to worry about setting
up new photo shoots or shipping products to new locations, which halves the cost
and time needed to create new visuals compared to working with physical products
and traditional photography.
“Customers’ expectations for visual experiences change over time,” says
Veerasamy. “We need to stay ahead of the status quo and build experiences that
surprise and delight customers to improve customer satisfaction. Adobe Substance
3D will continue to play a vital role in how we create more 3D and innovate for
our customers.”
Learn more about using the Adobe Substance 3D Collection to create
state-of-the-art 3D imagery.
Customer StoriesRetailRetail and ECommerce TrendsCreative CloudAPACSubstance
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HOW BINYAN CREATES PHOTOREAL ARCHITECTURE IN 3D
3D architectural firm Binyan Studio uses 3D rendering to create photographs,
animations, and video that gives viewers a preview of any project years before
construction is complete.
10-25-2021
Customer Stories
WINNING THE CONTENT RACE WITH 3D PRODUCT VISUALIZATION
Demand for visual content is exploding, diversifying, & getting more urgent.
Learn how INDG is leveraging 3D design to transform product development.
11-24-2021
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HOW DESIGNERS ACROSS INDUSTRIES ARE INNOVATING WITH 3D
From marketing campaigns to immersive ecommerce, 3D design is being used in new
and innovative ways - and the medium is more accessible than ever.
01-14-2022
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