The classic ‘more for less’ dilemma in brand design has crunched budgets and crushed creative talent for years. It exhausts artists and eats away at the important time needed to actually be creative. At BUCK, we believe we have the solution. We are pioneering the concept of real-time branding.

Designers working with brands have a seemingly impossible task before them: as the number of platforms expand, we have to produce an increasing number of assets in a widening range of formats, ensuring that we maintain high brand identity standards across all channels.

We’ve reached an inflection point where real-time technology can enable new forms of production and creative expression while still adhering to rigorous brand demands.

“The future is real-time” may sound like a bumper sticker slogan, but it’s becoming a simple fact in entertainment and, now, advertising and brand marketing. Using existing creative technology in new ways, BUCK has developed a new approach to branded content creation that harnesses a designer’s time to be used more efficiently; a way that focuses on the creative and shifts the volume challenge onto smart systems instead of human designers. The early results of new tools and prototype tests have been encouraging.

THE IDEA: REAL-TIME TO THE RESCUE

Real-time graphics engines like Unity and Unreal, while firmly rooted in gaming, have rapidly matured over the past decade. These real-time platforms have unlocked novel cinematic narrative forms and dynamic experiences that immerse users in new worlds. In addition, cloud computing and open-source software are allowing for virtually unlimited possibilities at scale.