Browser 3D, Unreal Engine, or video?
The question is what the customer does with it, not how good it looks.
Video
The customer: watches. Reach: everyone. Quality: whatever the budget buys, once. Right when: the story is linear and the product doesn't have options. Wrong when the customer's first question is "what does it look like in blue?".
Browser 3D
The customer: turns it, colours it, prices it, places it in their room, from a link, on their phone, no install. Reach: everyone with a browser; WebGPU where it exists, WebGL where it doesn't. Quality: very good within a budget we set for the phones your customers own; not film. Right when: the product has options, or the customer needs to explore. This is most product launches.
Unreal Engine
The customer: walks through a world at cinematic quality, on a headset, a showroom wall or an installation. Reach: a place, or a download. Quality: the best there is in real time. Right when: the moment is physical, the world is large, or the brief is a flagship experience. Often both: one scene on OpenUSD, Unreal for the showroom, the browser for the link.
Costs, roughly
A film is paid once and ages. A browser configurator is a two-week prototype then a build, and then your team adds products to it for years. Unreal is the largest build and the largest effect, in one place.
What we'd choose
Options or exploration: browser. A physical moment: Unreal, with a browser version from the same scene. A linear story with no options: video, and we'd say so on the first call.
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