Threekit, a software platform that enables companies to create 3D photorealistic images and augmented reality without the need for photography, has closed a $20 million Series A round led by Shasta Ventures.

Additional investors included Salesforce Ventures, former San Francisco 49ers quarterback and Hall of Famer Steve Young, Marketo Co-Founder Phil Fernandez, and serial SaaS entrepreneur Godard Abel. Threekit was founded in 2005 by CTO Ben Houston, a visual effects software developer whose technology has been widely used by top-tier Hollywood films, including the Harry Potter, Star Wars and Avengers franchises.

Using the Threekit platform, businesses can upload product information and design files to instantly and inexpensively create unlimited numbers of interactive, augmented reality and photorealistic 3D visuals for any product’s many material, color, and configuration options.

For example, Crate & Barrel uses Threekit to create more than three million photorealistic images of their sofas to create a more immersive and satisfying shopping experience.

“Buying online takes away the ability to touch and feel a product, so interactive product visuals are critical, especially for highly configurable and sophisticated products,” Threekit President Joachim Klein said in a statement. “Commercial photography falls far short of online buyer expectations, and current eCommerce experiences don’t capture how consumers engage with product listing before buying. Threekit overcomes these challenges by enabling incredible virtual product experiences.”

In August, Threekit launched its flagship product, Virtual Photographer™, a program that creates product images for e-commerce that look real, but are completely computer-rendered. Earlier this year, the company raised $10 million in investment led by serial entrepreneur Godard Abel. Threekit is headquartered in Chicago with a technology innovation center in Ottawa.