How 3D unlocks creative and commercial impact — with Laura Durham, 3D Artist at TMC
From seamless, animated adverts to fully immersive virtual environments, ‘3D’ as an art form is interwoven into the vast majority of creative messaging we experience in our everyday. But surprisingly, it isn’t just for blockbusters or big-budget campaigns. We caught up with Laura Durham, 3D Artist at TMC, as part of a new multi-part series, to explore what 3D actually is, where it shows up in the world around us, and how brands of any size can benefit from it.
For those new to the discipline, what is 3D, really?
Put simply, 3D covers anything that exists within a virtual space that can be augmented, moved or explored.
While my title is 3D Animator, I typically cover so much more types of digital media. From texturing and lighting to digital environments, still renders, editing, and stylised motion graphics.
Where can we find examples of 3D in our everyday lives?
Often in places you wouldn’t expect.
You’ll find it across advertising, product launches, brand activations, films – sometimes in full view, other times hidden in plain sight. Take a TV ad with a sleek spinning phone – built within 3D and manipulated into a compelling graphic. The recently launched campaign from Chester Zoo uses a fantastic technique to bring the viewer in through the lens – expertly balancing real footage and 3D generated content.
3D use can be photorealistic and behave as you would expect, or we can make it perform something unrealistic that you wouldn’t expect an object to do.
“That invisibility is part of the magic. When it’s done well, you often don’t realise you’re looking at 3D at all.”
How can organisations benefit from 3D?
3D has huge potential to solve visual challenges creatively and cost-effectively.
During my time at TMC I’ve been proud to work on projects such as medical device visualisation, where I’ve created detailed anatomical renders that photography or a medical illustrator wouldn’t be able to replicate. I’ve also developed virtual environments simulating hospital spaces or showrooms that clients can explore remotely – enabling organisations to showcase their full product range without having to worry about shipping, logistics or travel. A huge win for international teams that require seamless training. The environments don’t even need to exist in the physical world – I can concept walk-throughs of potential spaces or fantasy settings.
Another popular application is brand storytelling. Using 3D techniques to add energy, imagination and style to campaigns and brand assets. You see many brand activations that have been influenced by, or incorporated, 3D to create hype and virality.
Is the strategic use of 3D only reserved for big budgets?
Not at all. We work on everything from half-day still renders to months-long immersive builds. If a brand is curious, we can scale accordingly. Even just a single 3D object or animation can elevate a project. It’s all about bringing the audience in, with an increasingly ‘noisy’ digital landscape we operate within.
It also integrates well with other creative outputs – from social videos and campaign visuals to exhibition content. It’s always great co-ordinating with the wider studio – we’re a tight team and always open to exploring new ways of problem-solving.
“TMC’s close-knit studio means 3D easily integrates with everything else, from film to design.”
While 3D is such a broad discipline, which aspects do you find the most rewarding?
Materials. That’s when everything comes to life. When you take that initial grey model and through the application of endless textures, turn it into something you could almost touch.
It’s also the overall satisfaction of knowing you’ve done a really good job and that you’ve pushed yourself technically. That you’ve got something that you can be proud of which hopefully extends to clients too!
I was at Motion North earlier this week (a North-West based collective that hosts large-scale events within motion design, animation, film and VFX), and it was such a pleasure to speak to other artists and keep ahead of what’s happening in the industry. Hearing the keynote speakers, discovering what inspires them and in turn be inspired.
Ready to bring your vision to life in 3D?
Our studio team’s passion and precision are just the beginning. Whether you’re dreaming up immersive environments, dynamic product visuals, or captivating animations, TMC are here to make it real. Let’s collaborate to create something extraordinary.
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