Maxon Digital Twin is an upcoming standalone application from the brand that Maxon says will power a new workflow for creating and using photorealistic high-fidelity digital representations of real-world products for modern marketing pipelines.
Currently in development, Digital Twin is intended to help brands and marketing teams maintain visual accuracy, consistency and creative control as product imagery moves across formats, platforms – from large format print to social media – and tools, from traditional design software to AI-enabled applications.
Digital Twin brings Maxon’s established 3D and rendering technology to a new tool for creating production-ready marketing assets that can be placed into user-provided backgrounds or environments, while fully preserving the original product’s look and properties. These ‘digital twins’ can then be used consistently across promotional media, such as ads and videos, and integrated with a wide range of popular design tools, including AI-enabled graphic design applications and third-party AI tools.
Maxon says that the Maxon Digital Twin workflow begins with a cleared-for-use CAD or 3D product model and transforms it into a photorealistic digital prototype through detailed control over materials, textures, lighting, perspective and environmental interaction. The resulting digital asset can then be reused across environments, formats, and platforms without recreating or reshooting the product.
Digital Twin enables teams to maintain a single, authoritative digital version of a product that can be adapted for use across digital ads and video content, print, packaging and eCommerce visuals, where visual precision and brand accuracy are essential.
Maxon sees marketing teams in the CPG (consumer packaged goods) as the primary use case for its new production pipeline, although it remains of interest to designers and viz specialists who will no doubt have to provide and set up the original models.
