WPP Unveils Next Phase of Partnership with NVIDIA to Revolutionize 3D World Creation
At SIGGRAPH, the annual computer graphics conference, WPP announced the next stage in its groundbreaking collaboration with NVIDIA. Utilizing the new NVIDIA NIM microservices for Universal Scene Description (OpenUSD) generative AI models on the NVIDIA Omniverse platform, WPP is set to create stunning generative 3D landscapes and worlds.
WPP is the first company to test and utilize these innovative NVIDIA NIM microservices for OpenUSD. In partnership with Shutterstock, WPP aims to expedite the creation of 3D worlds featuring brand-compliant products, powered by NVIDIA NIM’s generative AI.
Continuing its leadership in AI-driven creativity, WPP has been closely working with NVIDIA to develop AI innovations for marketing and production, deploying them in client campaigns. WPP’s Creative Technology Apprentices, a group of next-generation tech creatives trained in-house by WPP and its production company Hogarth, have played a crucial role in testing and evolving NVIDIA’s new technologies.
The new USD Search NIM and USD Code NIM microservices from NVIDIA enable creative teams to build on existing WPP visual content or search for 3D objects from Shutterstock’s extensive library of nearly 1.3 million 3D assets. The USD Search NIM microservice allows exploration of the visual archive, while the USD Code NIM microservice facilitates the construction of virtual environments, object by object, moving items on command, and assembling objects into cohesive scenes.
WPP’s creative teams can now streamline multiple layers of the production process, allowing for the scalable creation of 3D worlds. These worlds can be adapted to create culturally relevant or audience-specific campaigns for local markets. The new generative AI 3D tools are accessible to WPP’s thousands of production experts worldwide through the recently launched Production Studio, part of the company’s intelligent marketing operating system, WPP Open, or through custom solutions for individual clients.
The Coca-Cola Company will be among the first of WPP’s clients to leverage generative 3D opportunities across its 100 markets. Working with its dedicated marketing team, WPP Open X, Coca-Cola will roll out Prod X, a custom production studio built by WPP, across its marketing operations. Additionally, WPP is collaborating with Ford to create physically accurate, real-time digital twins of its vehicles for car configurators, allowing customers to explore and adapt new car models, thus generating demand even before the vehicles hit the production line.
WPP at its SIGGRAPH OpenUSD Day session on Tuesday, July 30, at 2:30 pm MT / 9:30 pm BST to see how the future of creativity is being built.
Stephan Pretorius, Chief Technology Officer at WPP, stated: “The evolution of our collaboration with NVIDIA underscores how WPP is innovating to lead in AI for the benefit of our clients. With early access to the latest technologies through our intelligent marketing operating system WPP Open, we can build on our library of 3D models to construct new digital worlds at scale and create brand-compliant campaigns that can be adapted to resonate with multiple audiences.”
Rev Lebaredian, Vice President, of Omniverse and Simulation Technology at NVIDIA, added: “By adopting NVIDIA’s new USD Search and USD Code NIM microservices, WPP’s creative teams can create significantly more diverse, high-fidelity, and physically accurate 3D virtual environments and deliver more innovative and effective marketing content to clients.”
Explore how WPP is shaping the future of creative AI at their SIGGRAPH session.