At SIGGRAPH, WPP showcased the next phase of its partnership with NVIDIA, utilizing the new NVIDIA NIM microservices for Universal Scene Description (OpenUSD) to create generative 3D landscapes and worlds on the NVIDIA Omniverse platform. As the first company to use these microservices, WPP is also collaborating with Shutterstock to build brand-compliant 3D worlds using NVIDIA’s technology.
WPP’s Creative Technology Apprentices have played a key role in testing NVIDIA’s innovations. The new USD Search and USD Code NIM microservices allow WPP’s creative teams to leverage existing visual content and search Shutterstock’s 3D asset library, facilitating the creation and manipulation of virtual environments.
These tools streamline production processes, enabling scalable and culturally relevant 3D content for various markets. WPP’s clients, including Coca-Cola and Ford, will benefit from these advancements by deploying custom 3D solutions and virtual car configurators.
Stephan Pretorius, WPP’s CTO, emphasized the company’s commitment to leading in AI-driven creativity, while NVIDIA’s Rev Lebaredian highlighted how these microservices enhance the diversity and accuracy of 3D environments for more effective marketing.