3D technologies are used an almost all the spheres, including video, animation, films, multiplication, different presentations, and, of course, TV and interment advertisements. Very often it happens that 3D animation the only way to shoot a commercial or to transfer its idea. It can be connected with different moments.

• Real objects are not always available.
• It’s very expensive to shoot a real object.
• Necessary object doesn’t exist in reality.
• Necessity in preliminary modeling.
• 3D object shows advantages of a good in better way.
• Etc.

Nowadays 3d video or a model can hardly differ from real objects, so as modern technologies allow creating objects that are identical to real objects. Herewith 3D models have plenty going for real things. For example, it’s not difficult to create a 3D model of an apple, chocolate bar, and pouring juice and so on, but the commercial would be much attractive due to good light, shades, flares, reflections and so on. Some more advantages of 3D modeling are: shooting at unusual angles, micro- and macro shooting, camera movement’s speed, opportunity to transform one object into another, its size and shape change and many others.
3D technologies are irreplaceable if there is a necessity in tentative modeling. For example, before confirmation of packing design, it is better to see how it will look like. Creating position media advertising (city lights or light boxes) 3D modeling helps to see how they will look like cityscape. If something wrong it is easier and cheaper to correct 3D model than ready position media advertising.
Sometimes it is necessary to shoot an object that doesn’t exist in reality, an object is unavailable or it is very expensive to shoot such object (space vehicle, bird's-eye view, underwater shooting, etc.). 3D modeling is the only way to shoot a commercial with above mentioned objects. But it is rather expensive to create an undistinguishable object. No all the advertising spenders are ready to pay for good 3D animation, that’s why there are so few commercial with qualitative 3D animation.
The KOMPAS Production deals with commercial’s production, including 3D animation.

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