Deep Dive 6: Building for What Comes Next

We don’t know if the future is AR, VR, or something else...but we know 3D will power it

In Start Here: Product Visualization for 3D Artists, we introduced the basics of product visualization. In Deep Dive 1, we covered CAD. In Deep Dive 2, we looked at NVIDIA’s move into CPG digital twins. In Deep Dive 3, we talked about packaging. In Deep Dive 4, we mapped out the systems that manage your work. And in Deep Dive 5, we focused on scalability…the metric that every company ultimately cares about.

This week, we’re going to look ahead.

Because beyond all the immediate value 3D artists provide (faster workflows, scalable content, automation) there’s a bigger play happening: future-proofing.

The Unknown Future (and Why That’s Okay)

I’m not going to sit here and tell you I know exactly what the future looks like. Nobody does. Not the Metaverse folks, not the XR evangelists…none of us.

But there are a few safe bets.

First, AI…for all its potential…cannot consistently or predictably generate pixel-perfect replicas of real-world products (No many how many fancy sizzle reels the tech bros throw up on LinkedIn.) That means any company that cares about accuracy, consistency, or brand fidelity will need 3D workflows to visualize their products.

Second, e-commerce and marketing are in constant motion. We don’t know exactly what the next big experience will be, but we do know that consumers want more realism and more confidence before they buy. And that’s where 3D becomes essential.

Why Returns Are a Billion-Dollar Problem

Let’s start with something very simple: product returns are insanely expensive.

Amazon’s “free returns” policy rewired consumer expectations, forcing nearly every other retailer to follow. But “free” doesn’t mean costless. Every return eats into profit margins through logistics, labor, and lost sales.

The best way to reduce returns? Help customers know exactly what they’re buying.

That means giving them not just beautiful product shots, but interactive, contextual information…how the object looks, how it fits, how big it is, how it lives in their space.

The Rise of 3D-Driven Shopping

We’re already seeing two clear trends here.

1. AR Product Previews (Here Now)
If you’ve shopped for furniture lately, you’ve probably seen this: tap a button on a site like Amazon, and your phone scans your space and drops a 3D model of the product into it.

That’s not a gimmick. It’s conversion optimization. It gives buyers confidence and significantly reduces returns. And if you think returns are expensive on shirts and shoes…imagine couches and bookshelves.

And it only works if companies have 3D digital twins of their products.

2. Virtual Try-On (Coming Soon…ish…maybe :)
Whether it’s fashion, footwear, or accessories, virtual try-on tech is coming. Not here yet at scale (other than some smaller cases like eyewear), but there is so much invested in it, someone will figure it out soon for clothing and footwear. And when it hits, it’s going to spread quickly because it directly solves one of the most expensive problems in e-commerce: fit and expectation.

Garments that can be previewed on a digital version of the shopper will reduce returns and increase confidence. The tech needs work, but the direction is clear.

How to Show You’re Ready for What’s Next

So, how do you signal that you’re prepared for this future in your portfolio?

You don’t have to build the tech yourself. You have to show that your work fits into it.

A few examples:

• Export your 3D model as a USDZ and demo it in AR using your phone.

• Capture a short screen recording showing how your product sits in real-world space.

• Use your compositing or VFX skills to create a mockup of a virtual try-on or an immersive retail environment.

You’re not claiming to have solved the problem…you’re showing that you can build the assets that can leverage whatever solution dominates the market.

That mindset tells companies, “When this shift happens, you won’t be left behind if you have me on your team.”

The Real Message

This is what we’ve been building toward throughout this entire series: a portfolio that not only showcases skill but also demonstrates value and foresight.

By now, you should be able to show:

• Scalable, efficient workflows (Deep Dive 5)

• Future-proof product twins ready for new platforms (this article)

• An understanding of how your 3D work connects to design, packaging, and marketing systems (Deep Dives 1–4)

That’s not just a portfolio. That’s a strategy.

Wrapping Up

We don’t know exactly what the next wave of e-commerce or marketing experiences will look like. Maybe it’s AR product visualization. Maybe it’s real-time virtual try-ons. Maybe it’s something entirely new.

But we do know this….3D will play a crucial role in all of it.

By learning to scale your work today and future-proof your workflows, you’re not just staying relevant. You’re positioning yourself at the center of whatever comes next.

And that’s the most valuable place to be.

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The 3D Artist Community

Cristina Souto Caviglia is a fashion design and 3D innovation expert recognized for leading digital transformation across global creative organizations. As Team Lead of 3D Design at HUGO BOSS, she oversees the 3D Design teams for both BOSS Menswear and Womenswear, driving the integration of advanced digital workflows, virtual prototyping, and creative collaboration across the brand.

Since joining HUGO BOSS in 2021, Cristina has been instrumental in fostering a “3D mindset” within the company—building scalable pipelines, training creative teams, and establishing digital practices that enhance speed, sustainability, and design excellence. Her leadership has positioned HUGO BOSS as a pioneer in digital fashion creation, bridging artistry with innovation at enterprise scale.

Cristina’s background spans top global fashion houses including Fendi, Carolina Herrera, Louis Vuitton, and Saint Laurent, where she developed a deep understanding of craftsmanship, brand heritage, and creative direction. She earned her Master’s in Menswear Design from Istituto Marangoni. She completed the Stanford Graduate School of Business LEAD Program in Leadership and Innovation, which strengthened her focus on organizational change and digital leadership.

At the intersection of design, technology, and business, Cristina champions a new era of fashion…one where creativity and sustainability thrive through digital transformation.

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3D Merch is here and we have a new hoodie!

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3D News of the Week

Blender 5.0 Tested On iPad By 3D Artist Before Release - 80.lv

ILM Visual Effects Artist Breaks Down Hidden VFX | Vanity Fair - YouTube

NVIDIA Open Sources Audio2Face Animation Model - Animation World Newtork (AWN)

This Blender Add-On Lets You Add 150+ Animal Species to Your 3D Scenes - 80.lv

ASML’s Impasto Project creates 3D digital twins of Vincent van Gogh’s art with 100 gigabytes of data per scan — nanometer-capable chipmaking tech used to create ‘Google Maps for paintings’ - Tom’s Hardware

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3D Tutorial

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3D Job Spreadsheet

Link to Google Doc With A TON of Jobs in Animation (not operated by me)

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Hello! Michael Tanzillo here. I am the Head of Technical Artists with the Substance 3D team at Adobe. Previously, I was a Senior Artist on animated films at Blue Sky Studios/Disney with credits including three Ice Age movies, two Rios, Peanuts, Ferdinand, Spies in Disguise, and Epic.

In addition to his work as an artist, I am the Co-Author of the book Lighting for Animation: The Visual Art of Storytelling and the Co-Founder of The Academy of Animated Art, an online school that has helped hundreds of artists around the world begin careers in Animation, Visual Effects, and Digital Imaging. I also created The 3D Artist Community on Skool and this newsletter.

www.michaeltanzillo.com
Free 3D Tutorials on the Michael Tanzillo YouTube Channel

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