Brands are embracing a blend of computer-generated campaigns, pushing the boundaries of creativity and engagement. The rise of CGI (Computer-Generated Imagery) has opened up new possibilities for brands allowing them to go beyond the limits of reality and come up with visually compelling campaigns that break away from the usual norms.
Recent times have witnessed a surge in viral CGI ads that have taken social media by storm like in the perfect example of Jacquemus which has reached more than 48 million views on Instagram. These ads, often mind-bending and surreal, are not actual footage but hyper-realistic computer-generated imagery. CGI empowers brands to fashion visually striking and imaginative advertisements that would be impractical or impossible with traditional filming methods.
So, how are brands creating these campaigns? 3D tools prove to be the secret ingredient that opens avenues for creating engaging product demonstrations, showcasing new devices in action, or illustrating functionality with unparalleled realism. While these CGI marketing campaigns are often playful, quirky, and designed for virality on social media, they come with their set of considerations and focus metrics.
1. Zara Window in New York
This was one of the first CGI campaigns featuring Zara’s store in NYC a few years ago. Motion designer Shane Fu has created a campaign for Zara and posted it on his Instagram while Zara shared it on TikTok.
2. Jacquemus Bambino bags in Paris
One of the most viral videos of the brand's iconic mini bags as cars navigating the streets of Paris. Created by digital animator Ian Padgham, the video features iPhone camera perspectives and optimized 9:16 screens to elevate the sense of realism and authenticity.
5. Maybelline Sky High Lash in NYC
The CGI campaign of Maybelline, created by Ian Padgham as well, features oversized mascara wands and tubes applying the product on a larger scale than in real life. Examples include the front of a London Underground tube train and a double-decker bus.
4. Infallible Matte Resistance lipstick by L'Oreal
L'Oreal also joined the trend with a CGI campaign that features a classic Citroen appearing to cruise through the streets of Paris, leaving a vibrant crimson trail from a colossal lipstick mounted on its roof.
5. Alexander Wang's CGI over Manhattan bridge
Alexander Wang's CGI release, featuring athletic mesh, achieved such a high level of realism that it has raised concerns among viewers regarding the legality and safety of the depicted content in the video.
6. Wacoal for Breast Cancer Awareness Month in Mumbai
A lingerie brand, Wacoal, displayed a bra flying through Mumbai with the help of drones. "We're reaching new heights for a cause that's close to our hearts," the caption on the post stated.
7. Barbie over Burj Khalifa
A giant virtual model of Barbie going out of an enormous box and next to Dubai's iconic landmark, the Burj Khalifa skyscraper has been reposted by local news and magazines.
In a world where advertisers constantly seek innovative ways to capture attention, CGI campaigns stand as a testament to the industry's evolution. It definitely opens up new possibilities for brands, challenging them to navigate uncharted waters and redefine the art of storytelling.
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