We are in the middle of a marketing tsunami.

Literally thousands of messages are coming at consumers every minute of the day, from TV to social media, outdoor signage, letters through the door and every other conceivable medium. Standing out in the crowd has never been harder, or more important.

Relationship marketing, the rise of 1-1 personalised communications and lower barriers to entry for advertising, means the noise is deafening and it’s going to get worse, not better.

There are three key cornerstones of turning the signal up in your advertising, and rising above the cacophony:

  1. Understanding the consumer / target buyer in detail
  2. Integration of offline & online channels
  3. Creating the highest quality, most innovative advertising you can (easy, right!?)

A well planned and executed advertising campaign will combine all three, ensuring you don’t get lost in the bland fog of imagery pumped out by the advertising machine.

For the purposes of this article, we will focus on the third cornerstone of great marketing – essentially, the place where technology enhances and drives innovation within creative advertising.

Growth of CGI in Advertising

Advertising agencies are turning to CGI & 3D in an attempt to stand out from the crowd. Creatives, brand planners and directors are increasingly employing the talents of creative 3D design agencies to help produce more engaging visual experiences that communicate their message in unique and inspiring ways.

As a 3D visualisation and design agency, we have seen a huge growth in interest from advertising professionals in the use of 3D Visualisation over the past decade. For the less seasoned, this is a bad case of using technology for technology’s sake (the shiny new toy).  But for those that understand the power of blending brilliant creative ideas and cutting edge technology, it has become a powerful and effective means to communicate the ‘big idea’ across multiple platforms and channels.

When used well, 3D Visualisation in advertising creates new opportunities and unique advantages for campaign creative and delivery.

3D Visualisation Removes Logistical Barriers

Sometimes those big ideas that captured imaginations at the planning stage fail to live up to expectations. Budget and physical or geographical limitations are often to blame. Sometimes it’s just not possible to achieve the full-scope of the campaign idea due to cost and planning of a photo or video shoot on the far side of the globe. Unless you are Nike, or Guinness of course.

With 3D visualisation, these barriers are removed. Entire 3D scenes can be produced to any specification, any idea can be brought to life.  Using clever compositing techniques and green screen technology, actors or products can be easily positioned in the most far-flung exotic locations imaginable. They can move across locations, countries or even galaxies with ease.

Don’t Wait for the Product to Start Creative

The use of 3D Visualisation in advertising isn’t always about the creation of new or exotic settings. We are seeing an increasing surge of advertising that uses 3D visuals of products, either because the product has not been released for mass production, or to show animated inner workings in a way that just isn’t possible with other mediums.

This ‘hyper real’ approach is a much more effective and astute reason for using 3D visuals in an advertising campaign. 3D visualisation technology serves to enhance and extend the communications surrounding a product’s features, inner-workings, technology and unique selling points. It solves real problems that advertisers face when trying to communicate invisible benefits – such as the technology used inside a new car, or the processor in the latest Apple Watch.

Evolve this further and we begin to touch on the creative realm of advertising. Take Honda, Audi or Guinness’s advertising. All three employ the skills and creative flair of designers, 3D modellers and animators to create a dynamic mix of 3D visuals and live action, or exclusively 3D visualisations on their own, to produce exciting, fresh approaches to showing their product or the end-user experience.

Multi-platform

Not limited to screen-based advertising, the resulting imagery produced using 3D visualisation can be easily extended and adapted for use across print, apps, interactive games and websites – all essential elements to use when creating a truly integrated advertising campaign.

With new emerging technologies like Augmented Reality and WebGL the uses of 3D visuals in advertising will only increase, expanding further the possibilities of creative advertising, and importantly, creating the standout necessary to capture the hearts and minds of the consumer.

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