Unity Forma is a new professional application from Unity Technologies, the gaming engine giant and primary competitor to Epic. The new Unity Forma is designed for digital marketing production workflows and allows marketing professionals to easily create and publish content and interactive experiences from 3D engineering data.
Using Unity Forma marketing teams can cut down on production timelines and costs, enabling them to focus more of their time on the creative process to inspire shoppers and convert them into buyers.
Unity Forma extends the power of Unity Technologies’ interactive RT3D technology to marketing professionals without them needing to learn Unity (the game engine) or possess programming skills. Marketing teams and their creative agency partners can simply produce showcased products using photorealistic 3D imagery and environments along with ‘product configurator’ technology so customers get an interactive experience. Additionally, content is automatically optimized for the marketer’s intended platform, whether that is streaming content using cloud technology or publishing it directly to mobile devices, the web, or even augmented reality or virtual reality.
“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,” said Clive Downie, chief marketing officer, Unity. “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.”
Volkswagen Group as User
Volkswagen Group has turned to Unity to deliver a range of marketing experiences, from rendering millions of images in real-time for its website car configurators globally to creating mobile apps showcasing vehicles in augmented reality (AR). To highlight what is achievable with Unity Forma, Volkswagen collaborated with Katana Studio and Unity to produce a new campaign video for the 2020 Volkswagen ID.4 EV, the automaker’s first fully-electric SUV. The teams used Unity Forma along with the Unity Editor to create a virtual production leveraging the ID.4’s manufacturing data and author a 45-second spot. The advertisement fuses together rendered car interiors, exteriors, and environments with shot patterns and angles that would have been impossible to achieve using a live camera production.
“Volkswagen constantly seeks new paths to delight the user when experiencing our cars,” said Candido Peterlini, head of Volkswagen Global Digital Marketing. “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.”
With a revolutionary framework that simplifies how to visualize and configure data, Unity Forma offers an open API and a rich development environment enabling marketers to create new capabilities that improve productivity and differentiate from the competition. The framework is also extensible so that manufacturers and agencies can implement custom tools and interfaces to tailor Forma to their workflows and to deliver brand-specific experiences.
Unity transforms the entire product lifecycle across the manufacturing industry by making it easy for designers, engineers, marketers, and field technicians to create and interact with real-time 3D experiences that drive faster time to market, cost savings, and tailored consumer experiences.
To Learn More
Visit Unity online here to learn more about Unity Forma.