MacArtney Underwater Technology (a global leader in subsea connectivity and marine solutions) wanted to reimagine how they present their product range to potential customers and exhibition audiences. Therefore, they partnered with the marketing agency CrossMind and Rhombico Games to develop a new kind of product catalogue that would present their complex marine technology in a way that’s visually engaging, informative, and easy to use.
The result was a fully interactive 3D product catalogue that doesn’t simply list products. It actually shows them in action. This Unity-based application gives users an intuitive, immersive way to explore how MacArtney’s products (connectors, cables, sensors, winches, ROTVs, and more) interact and operate together in real underwater environments.
From engineering models to real-time performance
One of the key challenges was converting high-detail CAD files (in STEP format) into optimised 3D models suitable for real-time rendering in Unity, without compromising the visual quality. Every model needed to look accurate, but also load quickly and run smoothly, even in WebGL. This involved the creation of a custom pipeline to perform the format conversion, followed by mesh decimation, retopology, and material optimisation to achieve solid performance without loss of fidelity.
A versatile Progressive Web App
The application was built as a Progressive Web App (PWA), so it would be fully functional in-browser, but also installable for offline use, ideal for sales reps on the go, exhibition kiosks, or sites with limited internet access. It debuted at the Ocean Business 2025 exhibition in Southampton, where it was installed on large interactive touchscreens at MacArtney’s exhibition stand.
Seamless CMS integration
Behind the scenes, the catalogue integrates directly with MacArtney’s Umbraco-based Content Management System (CMS), pulling in live data about products, case studies, PDF datasheets, and imagery. This ensures the system stays up-to-date without manual updates or redeployment, saving time and reducing the chance of outdated information being shown to clients.
The app allows users to explore products in context, view detailed 3D models, access real-world case studies, examine product images, and view datasheets in PDF format. It can even generate sales leads by selecting specific products a potential client is interested in and requesting follow-up via email, seamlessly integrating into MacArtney’s existing sales pipeline.
Your company, your catalogue
Whether your company is in engineering, manufacturing, technology, or B2B sales, it could benefit from an interactive tool like this. A 3D catalogue can, amongst other things:
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- Turn your product ecosystem into a living, easy to understand, explorable space.
- Make sales conversations clearer, and more persuasive.
- Provide eye-catching experiences at trade shows or exhibitions.
- Bridge the gap between technical and intuitive understanding.
Showcase your systems in action, and let people experience your solutions instead of just hearing about them!