NoisyWorld News:
The Room That Is Not There

Welcome to the latest issue of the NoisyWorld News. In this issue we look at the reality of unreality and give you a small peek at the newest domain on the Internet. Prepare to download valuable information!

The Room That Isn't There
(and Why You Should Use It)

If you're with a business that deals in a large or complex product such as automobiles, furniture, floor or wall coverings, interior or exterior paints, landscaping and the like, you know how difficult it is to capture its essence on film. It's a long, expensive process that includes conceptualizing the setting to show the product in; creating that setting from the ground up with a crew of builders, designers and decorators; getting the look of your product right; lighting the set and getting the look of your product right again; then, finally, the photo session or film shoot, followed by Photoshopping or editing to get the look right again. Only to have to do it all again in 12 months with the new year's models.

Fortunately, there's a cheaper, faster way to do all of this - one that makes financial sense even if repeated more frequently than once a year for that big product shoot. It involves the use of tiny points of light glowing on a computer screen.

Consider this picture of the living room of a model home. It's one great looking place to show off your product, whether it's furniture, art prints, or floor tile. What's so unusual about it? It's not real. It doesn't exist anywhere on earth. The only place you can find it is on the hard drive of one of our computers.

The designers in WRL's Multimedia department created this room using 3D CGI (Computer Generated Imagery). The objective was to create a photo-realistic room for display of a client's product while developing a fluid environment that changes according to the demands of the product.

In other words, this room is part of a virtual world where anything can be changed and viewed at any resolution, any angle, and light level. As an example of this, check out the picture of the same room below. It's another view of the same room above, and not much has changed…

Well, actually, there have been quite a few changes:

• the color of the floor tile,
• the color of the furniture,
• the color of the objects on the shelves,
• the painting on the wall, and
• the fact that this alternate view of the room is actually a mirror image of the original.

 

Try doing all of that on the fly with an actual set or location.

Now imagine what else you could do with this scene:

add a breakfast bar to the foreground, filled with bottles of your latest product, swap out the shelves for a giant screen video and state-of-the-art sound system you sell, drop the ceiling to show off your line of exquisite lighting fixtures, make the house sit on a beach, then cover the windows with your tinting product, change the outdoors to a fall scene with brilliantly colored leaves then add your top-of-the-line fireplace, make the whole thing a ski lodge with snow-covered Rockies in the background to display your rustic wood paneling, or even clear out the whole place and put your top-of-the-line 2010 luxury car on display. And let's put the house back on the beach… Wait a minute. Let's change the color of the car while we're at it, since it was a 3D asset as well.

By now you're starting to get the idea. The unreality of these creations is their strength. By building an environment and stocking it with virtual representations of your product, you'll have a free hand in easily putting it on display. You can mix and match between display scenes, at any resolution, any angle. You can make changes virtually at will, in a process that takes hours instead of days. Most importantly, you'll leave behind copyright issues, any possible residual rights on multiple use, and the cost of doing it all in real life when the model changes or it's time to freshen the look of your current campaign.

And what do you do with the asset once you have it looking the way you want it? The answer is, just about anything you want. We're obviously using this asset in an e-mail - but it can also be used in print pieces; on billboards and other outdoor advertising; it can be jazzed up in a number of ways for use on the Internet; and it can be set into motion (or not) for use on video. So not only is it flexible - the end result is extremely versatile.

Of course, that's not all you can do. Once you create an asset, it's a simple process to store it on a hard drive, and when the time comes, turn it into next year's model. And the year after that… and the one after that. The asset can be a showroom or the product itself, and you can have the product placed anywhere you think will get the message across - at a fraction of the cost of hauling your product to the slopes of Mount Kilimanjaro or wherever strikes your fancy.

In short, the use of 3d renderings gives you a competitive advantage - one that's easy to use and is ultimately easy on your bottom line.

Got Dot TEL?

If you don't have a .tel domain for your business, you should look into getting one. It’s the Latest Thing - if not The Next Big Thing on the Internet.

What is a .tel? It's the newest Top Level Domain (TLD), a cousin of .com, .net, .org, among others, that comes with an innovative new twist - your business does not need anything additional, such as a host, server, or encoding, to post information on a .tel.

Conceived as a massive repository of information, the .tel is simply a listing of contact information for a business or an individual. Each .tel listing has the same basic layout - only the available information changes, depending on if the .tel visitor is a casual user or has the authorization to receive high-level information. Owners of the .tel can determine what constitutes public or private information during the setup process, and can add keywords to their listing to help with Search Engine Optimization (SEO).

Think of a .tel as a business card on the Internet. With one simple domain name, you can give out the most up-to-date contact information available, with no endless reprinting of cards, no disposing of obsolete materials.

To see for yourself what a .tel looks like, check out ours - wrl.tel.

Contact WRL's Web Department today to have them help you setup your .tel domain.