Toshio Takase, e-commerce section manager, ANAYI division, hailed the success of the trial,saying, “volumetric videos are a way to go beyond what traditional videos can offer, and it’s something our customers clearly respond to.”
The Project
ANAYI teamed up with Arcturus’ partner, Crescent, one of Japan’s top production companies and owner of the world’s largest volumetric studio, to volumetrically capture 19 separate articles of clothing from ANAYI’s 2021 Spring/Summer collection. Each article of clothing was worn by a model seen in motion, with cameras capturing every angle of their gait.
Online shoppers viewing ANAYI’s website had the option of viewing the clothes in a traditional format or hitting the button marked “4D view.” That introduced a series of controls that allowed the viewer to see the model in motion from any angle. Users on a mobile device could go even further and tap the “3D Hologram” button, or scan a QR code, to see a holographic, 3D model appear in front of them using web-based augmented reality.
Volumetric video is finding new ways for users to access the technology more than ever before, while offering a different, more accessible way to create a 3D image of a person. Traditionally, 3D scans of subjects have been the providence of motion capture, which require dozens, if not hundreds of cameras, and an army of artists taking months to recreate humans in CG that then overlays the motion capture. It is an expensive and time consuming process that often results in a look that many refer to as the uncanny valley. Volumetric video supersedes all that by capturing the real person, in makeup and costume, on stage immediately — eliminating the need to recreate the person in CG (as well as the expense of all those artists and time). A person's real image is filmed, with all the nuance that video offers.
Regardless of the method, volumetric video creates a large quantity of data that needs to be managed, edited and ultimately delivered to the user, ideally through a streaming platform. That’s where Arcturus’ HoloSuite comes in. For each model captured on Crescent Studios’ stage, with multiple cameras capturing every detail down to the thread, a massive file was created. Using the HoloEdit tool, ANAYI was able to easily edit the clip as a 3D model, with artists able to view and alter the subject from multiple angles, for multiple platforms.
By having dedicated tools for editing and compression, brands like ANAYI can reduce project time and complexity and manage their work using common 3D volumetric file formats. After compression, the 19 clips were delivered to both desktop computers and mobile devices thanks to HoloStream, which features an adaptive component that ensures a consistent, high-quality video stream, similar to how streaming giants like Netflix and Amazon Prime Video maintain quality across multiple devices under varying circumstances. As a result, HoloSuite has removed caps on the length of the volumetric videos, opening the door to endless possibilities.
For AR playback of ANAYI’s collection, HoloSuite integrated the edited volumetric files with 8th Wall, bringing a holographic fashion show to the living room of any user with a mobile smart device. The web-based augmented reality experience works across iOS and Android devices, without needing an app.
Of course, consumers didn’t see any of this. Instead, they simply saw the products as they really were, in three dimensions. It was an article of clothing that they could envision themselves wearing, and purchase with the confidence that they won’t have to return it days later.
The Future
The results of the ANAYI campaign reaffirmed the role volumetric video can play in the future of e- commerce, especially as market saturation creeps in and retailers need to find new ways to stand out. Capture technology is becoming more accessible, and the pipeline carved out by HoloSuite will help make volumetric video a possibility for more brands. In the future, we’ll no longer be tied to 2D to consume content. Instead, volumetric video will become the standard for viewing images
online. And with the rise of the metaverse, volumetric video will become an essential component for showcasing and viewing different photorealistic styles on 3D humans, which will further improve the virtual shopping experience.
E-commerce will be a leader in showcasing the power of volumetric video across sectors, but it won’t be alone. Volumetric video has already begun to impact industries from sports to music to visual effects. This will accelerate with new technology (including more accessible cameras and hardware), and another part will come with the simple recognition of just how much volumetric video can do. It’s a deeper, richer way to experience video, and creates an entirely new set of
options.