Digital, Content


Optimizing Product Marketing and Sales Through 3D Gaming Technology

Client: Motorola – Concept: Motomaker

Optimizing Product Marketing and Sales Through 3D Interaction

GRAFX CO. & Dream Space partnered with DIGITAS to create all 3D deliverables for Motorola’s The Motomaker website allows the consumer to customize, design, and purchase their Moto X mobile phone.


The list of deliverable items was challenging, as there were thousands of possible design combinations for each user to generate. Each 3D model and rendered image needed to match its real-world counterpart in design, lighting, texture, and color. Each 3D model was custom built & optimized to be compatible with front and back-end coding architecture. Designing a high-efficiency 3D workflow for WEB-GL coding was one of the most challenging aspects of this project.

WEB-GL Capabilities

WEB-GL is a JavaScript API for rendering interactive 3D and 2D graphics within any compatible web browser without the use of plug-ins. WebGL does so by introducing an API that closely conforms to OpenGL ES 2.0 that can be used in HTML5 elements. The WEB-GL / 3JS version of provided a “live” 3D model of the phone so users could interact with the product in 3D space and in real-time. The end product was utilized by Motorola to give users a tangible cyber-space experience of their new, fully customized cell phone, turning each visitor into a buying customer.

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