Several Australian States are vying to install a high-end Microsoft Volumetric Capture Stage, enabling brands to ‘shoot-as-live’ human performance specifically for integration into 3D environments, Which-50 has learned.

Volumetric Capture – or VolCap – involves the creation of 3D video and holograms – capturing human performance, or moving objects, in 3D space – rather than building static assets using modeling software.

South Australia and New South Wales are believed to be the leading contenders, with both governments and private investors jockeying to add the capability to their gaming, film, and content marketing sectors.

Which-50 understands that Adelaide seems to be the likely destination for this, and further 3D scanning capacity, via Microsoft and others.

According to an industry insider closely monitoring the progress, “This will be a vital resource and, alongside the ability to scan or build 3D products, should be taken very seriously by CMOs when considering what content and platforms to invest in for next-gen comms.”

New content options

For marketers the kinds of capabilities provided by Microsoft Volumetric Capture Stage add new content options to complement campaigns traditionally anchored by traditional channels such as print broadcast, and OOH media, as well as web and mobile assets.

These emerging content classes promise a new level of interactivity.

Virtual, Augmented, Mixed Reality (VR/AR/MR) environments are typically consumed, viewed or experienced in three dimensions; the consumer is often a player or a participant in an interactive experience, rather than just a passive viewer.

CMOs looking to create customer experiences for these environments are by definition entering into a 3D word.

In retail, for instance, this is increasingly true of interactive websites, where audiences expect to be able to interact with products, beyond just being able to ‘zoom in’ on a static high-res flay-lay or an on-body product photograph.

Digital human (or ‘digital twin’) assets are next level with companies like Microsoft, Intel, and Google leading the charge.

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