Quad/Graphics, Inc., a global marketing experience company, has installed the first Covision Media 3D-Twin scanner for client-facing projects in North America at its Mooresville (Charlotte), N.C., studio. The installation marks the launch of 3D Commerce by Quad, the company’s new solution for creating “digital twins” – an advanced and highly specialized form of 3D scanning – with omnichannel applications for brands as part of its content studios offering.
Considered the first-ever scalable, automated 3D production scanner, the Covision technology enables Quad to create relightable, photorealistic-quality 3D assets that are adaptable to a range of diverse applications in a fraction of the time needed for handheld scanners. The resulting digital-twin model is a single asset that can be deployed across multiple channels – including e-commerce, social media, mobile, motion and print. The scans can render still images from any angle, deliver 360º spins, and immerse images into virtual-reality (VR) and augmented-reality (AR) environments for virtual try-on (VTO) and other applications.
“As a company that lives and breathes innovation, Quad is no stranger to being ‘first,’ but this partnership with Covision Media is especially exciting because of the tremendous advantages scalable, automated 3D scanning will bring our clients,” said Eric Ashworth, President of Quad Agency Solutions and Executive Vice President of Product & Market Strategy.
“With 3D Commerce, Quad is transforming content creation to simplify workflows, save time and money, and maximize reach in today’s ultra-competitive landscape,” Ashworth continued. “Marketers no longer have to think of assets for each channel as disparate things that are produced separately. This solution delivers exceptional creative with one adaptable asset to be used across multiple channels – and that’s a game-changer for brands.”
These 3D scans are accurate, true-to-life replicas of a brand’s product that can then be used in countless different ways. This versatility enables Quad clients to make more powerful consumer connections through smart, engaging content, a hallmark of Quad’s creative offering.
“We’ve refined this 3D scanning technology with premier clients like Inditex-Group, NUREG and Adidas in Europe, and some of the largest technology companies in the world. As we looked to establish a unique partnership in the North American market, we wanted to collaborate with a fast-moving company that has the values, client relationships and dedication to innovation that we only found in Quad. We’re excited about what this partnership will bring to brands and retailers throughout North America as they begin to experience the power of 3D Commerce,” said Franz Tschimbem, Co-Founder and CEO, Covision Media.
The Covision Media system comprises a series of 30 cameras in a spherical array for mass-production scanning without the need for extensive manual post-production work. Using technology that runs on artificial intelligence learning to improve the quality of the 3D models, the system maps the defining features, characteristics, lighting, textures and colors of an object to create a digital asset which is unique to a brand.
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