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RK Swamy BBDO adopts 3D vision for new website

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RK Swamy BBDO adopts 3D vision for new website

In its bid to showcase its capabilities in the digital field, R K Swamy BBDO’s digital arm Interactive has come up with its website for the first time and has created a benchmark for others by launching it in 3D.

Speaking exclusively to exchange4media, Neeraj Sangani, Senior Partner, RK Swamy BBDO Interactive, explained the reason behind using 3D technology for the agency’s new website. He said, “This website has been created to showcase RK Swamy BBDO Interactive’s capabilities. This is our office so to speak in the virtual world. We need to tell people what we can do in this space. Currently, websites are just catalogues or online brochures, they do not enable businesses neither do they seem to have a particular purpose.”

Witnessing the industry trends, there aren’t many players who show special interest in creating their own websites or even design it in a way it looks like a representation of their culture and services. When asked why it was important for an agency to have an official website, Sangani replied, “It is important as it showcases the Interactive team’s creative philosophy, which is ‘the new is meaningless unless it is now’. As the medium evolves, we will keep pace. The website demonstrates that we can practice what we preach. It is a platform to show prowess in the medium and to educate and share thoughts on how the medium is evolving in India. This is why the site is linked to a blog and social networking platforms to disseminate information.”

Emphasising on the importance on weaving a website of this kind, Sangani said, “As an interactive agency, a website is critical in showcasing our understanding and expertise of the medium. It goes beyond being a critical touchpoint that promotes our services, while differentiating us from the crowd as an integrated interactive agency. It is a place where we explain thematically the shift in the advertising space towards the online medium.”

When asked about the reason for choosing to design a 3D website over a regular scroll down website, Sangani replied, “The ability to view the site in 3D is provided as an indicator of the changing times. More and more web development is moving to the 3D space. By default, the site opens in a mode that allows it to be viewed without 3D glasses.”

On the look and feel of the website, Sangani elaborated, “The magic of the website is that it is just one page that scrolls with intuitive links. The basic navigation is fluid and moves away from the traditional ‘point and click’ user experience. The design also ensures you needn’t open multiple windows as relevant sub-sections are integrated in such a manner that they do not hamper the user experience.”

Furthermore, decoding the technology used in making the site, Sangani said, “Being a 3D website, the website graphics are created as 3D models rather than photographs or artwork. We used the 3D modelling software with Dual Camera Rig to capture left and right view of each model and superimposed them to create eye popping 3D anaglyph scenes. Switching between normal mode and 3D anaglyph mode is done through high level dynamic CSS and Javascript.”

After brainstorming over the latest technologies and ideas, the entire website was conceptualised and created in two months. The agency foresees its website evolving with time and adding more dynamic sections to it.

As per the agency, the response to the effort has been encouraging. “There has been positive response to the site. It has won acclaim from both clients, who have seen and used the site, and industry peers. And from an enablement of business, we have got some good queries, and some of them are in the finals stages of negotiations.”


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