We don’t always create pre-rendered 360 content. But when we do, we create it in seamless 16K high dynamic range, for integration with other media.
The merits of pre-rendered 360 content

Like many creative hubs around the world, Bristol’s media producers have been seduced by 360 video. For people with an existing understanding of conventional 2D video standards, 360 video is an easy step into immersive media production; offering familiarities such as a video shooting and editing workflow, defined resolution and linear narrative. Furthermore, the finished piece can be output to a number of channels that now natively support 360, including Facebook and Youtube.

Zubr only works with 100% seamless 16K HDR 360 images

Despite every single item in our portfolio utilising realtime 3D rendering, we’re not averse to pre-rendered 360 photography. We use 360 images for reflection maps, sky boxes and other elements to be interwoven into our 3D experiences, whether for VR, AR or otherwise.

We use specialist cameras and other technology to capture 360 content at 16K resolution in high dynamic range. We also use advanced post production techniques for embedding dynamic elements, combining with depth maps and integrating with realtime content.

Recognising the pitfalls of bad 360

That being said, there are numerous limitations to pre-rendered 360 content. The practice of capturing images from a single point of view simply means there is no potential for the viewer to control their own movement – which is an increasingly important feature of immersive content production. Media producers also make the mistake of believing that image resolutions of 4K, or even 8K, are sufficient for a video which is wrapped around your entire viewpoint. Additionally, that image resolution is ‘baked-in’, meaning that future high-resolution displays won’t be able to make the content look any better, like they can with realtime 3D content. Add to that a sprinkling of camera stitching problems, vast file sizes and painful file processing workflows and you will begin to understand why 360 content is currently experiencing a bit of a downturn.

So, with that in mind, you might forgive us at Zubr for referring to bad 360 videos as Baked Potatoes.

Our Related Services:
Zubr Virtual Reality service

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Zubr augmented reality ARKit ARCore ipad tablet service

Bring virtual content into the real world. Our most popular type of content enables simple but powerful interplay between the physical and the digital.


Zubr 3D scanning Photogrammetry service

R&D into 3D scanning was part of Zubr’s original mission. With countless hours of research under our belts, it’s now one of our main areas of expertise.