Real-Time Product Experience — Interactive 3D System
Creative Director · 3D · Interactive Systems
A real-time 3D product experience enabling interactive exploration and configuration beyond traditional marketing visuals.
The Challenge
Traditional product imagery and video are powerful, but static. As product lines grow more complex and customization increases, brands face limitations in how efficiently they can showcase options, variants, and configurations across digital platforms.
The challenge was to explore:
- How real-time 3D could extend beyond marketing visuals into interactive product experiences
- How a single 3D asset pipeline could support stills, motion, and live configuration
- How creative direction could evolve from “assets” into scalable systems
My Role
This project is a self-initiated exploration where I led both creative direction and technical development, including:
- Creative Direction: Defining the visual and experiential goals for a real-time product experience
- 3D & Look Development: Building production-ready assets designed for real-time rendering
- System Design: Exploring how configurable products, materials, and lighting could be controlled dynamically
- Pipeline R&D: Investigating workflows that bridge traditional 3D production with real-time platforms
The Solution
I developed a real-time product viewer concept that allows users to interact with a fully rendered 3D product—adjusting materials, finishes, and configurations live rather than relying on pre-rendered assets.
The focus was not on a single product, but on building a repeatable framework:
- One asset, multiple outputs (still, motion, interactive)
- Consistent visual quality across experiences
- Faster iteration without re-rendering entire campaigns
This approach reframes product visualization as an adaptive system rather than a fixed deliverable.
Design Principles
- Real-Time First: Assets optimized for responsiveness without sacrificing visual quality
- Modularity: Materials, components, and lighting designed to be interchangeable
- Consistency: Brand-level look development applied across all configurations
- Scalability: Built to support expanding product lines and future features
Impact & Direction
While still in active development, this project represents a shift in how product storytelling can evolve:
- Demonstrates how creative direction can influence product platforms, not just campaigns
- Explores cost- and time-efficiencies for large product catalogs
- Opens opportunities for e-commerce, sales enablement, and immersive brand experiences
SELECTED FRAMES
This project reflects how I think about the future of creative production—where storytelling, systems, and technology converge to create flexible, scalable experiences.
