How 3D design will shape the next chapter of creativity

In the near future, perhaps all reality will be augmented, all three-dimensional renderings, all interactive digital interfaces.

The possibility of enhancing reality in this way, of shaking up the 2D perception to which we are accustomed with 3D models, has been explored in depth at OFFF-Festival – held in Barcelona May 5-7 – an annual gathering of creative industry designers, thinkers, developers and students.

Adobe, the main sponsor of the festival, offered a series of workshops and masterclasses, focusing on the future of creativity and the role of technology in shaping design. It was curated and presented by some of the biggest names in design and visual arts.

Rufus Deuchler, Director of Worldwide Creative Cloud Evangelism at Adobe, and Vincent Gault, Senior Technical Artist at Adobe, gave a keynote on how to design for the future – with the goal of both shaping your own legacy and leave a mark on the wider world of design.

Here, Deuchler and Gault share what their futuristic-sounding roles entail, what inspires them, and how they envision 3D technology that is forever changing the face and purpose of design.

What do your jobs consist of?

Rufus: Evangelism means above all bringing the good news. That’s what I do with a focus on design, and of course on Adobe solutions. Before the pandemic, there was a lot of travel and my team moved to live streaming, either on Adobe Live or our own channels. I also work with the creative community globally.

Vincent: In one sentence: make our community happy! It means maintaining direct contact with them, promoting them and sharing their feedback with our teams. They are our heroes.

What are your creative processes?

Rufus: I’m Swiss, so my creative process is very structured, everything has to fit into the grid. From the initial research phases to the final result, I always keep the client’s needs in mind. So I guess the best way to describe my process is to first put myself in the client’s shoes, fully understand their opportunity, before making creative choices. I continue to do so with a deep understanding of the creative community and Adobe’s needs.

Vincent: I’m more technical than an artist, so my passion isn’t making the best art, but creating tools to help artists be better artists – like new filters for Substance 3D Designer or Painter. I usually try to look at what’s missing or take tedious processes and try to simplify them.

How do you find inspiration in the world around you?

Rufus: Inspiration for me is everywhere, and I keep notes on the things that inspire me to maybe repeat them one day. I find Behance and its powerful filtering and search tools very effective because they allow me to explore very specific creative areas and see what artists around the world are doing on a daily basis.

Vincent: Easy – I just have to watch what the community does on a daily basis. They always push the limits of what we thought possible with our tools!

What role do you think curiosity plays in art?

Rufus: If there is no curiosity, there is no creativity. They go together. I always consider creativity as the sum of all that is seen, heard, read and felt. The more baggage a creative professional has, the easier it is to empathize and create new solutions.

Vincent: Curiosity is a necessary process if we want to improve not only our creativity, but our life in general. It is the door in front of you that must be opened to discover what is still hidden from you. This is where your next idea awaits, so fear not and enjoy the journey.

What are your best tips for getting out of a creative rut?

Rufus: Go for a walk without distractions except for the joy of strolling. For me, it helps me collect my thoughts and get back to my tasks refreshed and ready to move on.

vincent: Be frank and try to understand the intention behind a creation before judging the execution.

What are your top tips for finding your USP as a creative?

Rufus: There was a time when the unique selling proposition was: I can do anything! From a business card to a website to a promotional reel. This is no longer the case. Today’s creatives need to focus on what they do best and find clients who will appreciate that particular skill.

I always tell designers to create very specific portfolios because clients are looking for something specific. If you have many talents and skills, make various portfolios. It will help you focus and help customers find exactly what they need.

Vincent: I agree with Rufus. You have to differentiate yourself in one way or another – like Seth Godin’s The Crimson Cow. Be remarkable in both senses of that word.

What can 3D design technology be applied to?

Rufus: In my field, graphic design, I am particularly interested in virtual photography. This allows me to quickly change object colors and easily place 3D objects on a 2D image, without having to set up a photo studio each time.

Vincent: 3D is gradually finding its place in any industry that needs stunning visuals. It ranges from entertainment like games and movies, to fashion, architecture, packaging, automotive, product design… Whether we talk about creativity or efficiency, it’s really easy to put showcase the benefits of 3D in any type of workflow.

What’s the best piece of advice you’ve received as a creative?

Rufus: Never give up on your creative dreams. It takes time but there will be fruits. Be patient with yourself as you learn, and be patient with those you work with as they learn to like you.

Vincent: Don’t be selfish. We are inspired and helped by the world and the creative people around us. So when you get the chance, give back: make tutorials, share tips. You will lose nothing by doing this and it will open new doors for you.

In what ways do you think design can shape the world?

Rufus: Everything in the world is designed for reasons ranging from usefulness to disruption. There is an intention and a result. Whether it’s a chair or a beautiful illustration, everything conveys a message and a feeling. It is up to us to create the world in which we want to live.

Vincent: Design is intended to improve our daily lives, whether from a practical or aesthetic point of view. In this sense, intent is more important than the scale of your design project. Small ideas can change the lives of millions. I’m looking at you sliced ​​bread!

How does Adobe enable the creation of bold, innovative works of art?

Rufus: In recent years, we have focused a lot on adding machine learning and artificial intelligence to our tools, as there are repetitive and tedious tasks that are best left to machines.

A quick selection in Photoshop, for example, or cleverly cropping a video around a subject of interest, all tasks that would have taken much longer. In addition, the Creative Cloud offers all the tools to express your creativity in a wide range of media. I’m not saying everyone uses every app, but everyone has access to every app when creativity knocks.

Vincent: One of Adobe’s core ideas is the concept of the “first mile”: making sure that the first experience with our software is as simple and natural as possible, so that everyone can try it out and express their own ideas. We want to make sure the first mile of your creative journey is as enjoyable as possible. Who knows where it will take you?

How do you envision the future of creativity?

Rufus: As content creation and consumption explode across devices, we’re unleashing #creativityforall with Adobe Creative Cloud. Innovative technologies and new opportunities are changing the way people create. Creators around the world are looking for new ways to tell their stories and express their ideas. Adobe continues to evolve Creative Cloud to support creators of all types, whatever their motivations, from professional designers to entrepreneurs to artists. The future of creativity is bright and everyone has the opportunity to flourish and express themselves.

Vincent: In a way, technology will help you be more creative by making your playground borderless. You start on a smartphone and continue at home on a desktop computer. But it’s also by being more collaborative and letting your friends and colleagues join in naturally. It already exists, but we can make it even smoother. We can improve how the pieces fit together.

Follow us for more stories from The OFFF Dispatch and learn more about OFFF Barcelona at offff.barcelona.

Watch Adobe Live on demand, which took place at the OFFF from May 5 to 7, and find out what’s new in Adobe Creative Cloud.