Computer-Generated Imagery (CGI) in Advertising: Transforming Fantasy into Reality

In August 2021, the Internet became abuzz with one viral video. It shows a train, designed to resemble a bottle of Bordeaux wine, cruising through the streets of Bordeaux, France. Immediately, this video raised debates and curiosity on social media, whether the remarkably realistic train was actually real or simply a 3D model. In reality, the idea that the train was remodeled to look like a Bordeaux wine bottle for advertising seemed logical at one time. But it turned out the Internet was correct: the bottle-shaped train was just CGI.

CGI stands for Computer-generated imagery. Many of you might be familiar with the term CGI from cinematography. CGI is commonly used to create special effects, movie characters, and whole scenes. However, most of us do not realize how seamlessly CGI is closely integrated into advertising. CGI is widespread to that extent, so it is commonly used more often than object photography. Simply put, if you see a photo of the product on the banner, whether it is a can of Coke or a sports shoe, most probably it is a 3D model. 

IKEA, for one, reported that over 75% of their current product visuals are created using CGI.

The rise of CGI in the 2020s

But why has CGI become so commonly used? With CGI, marketers can bring any concept to life, no matter how fantastical or complex, without the constraints of physical reality. This flexibility allows for the creation of unique, engaging visuals that can highlight a product's features, convey a brand's message, or create an emotional connection with consumers in a way that real-world photography often can't. Also, CGI can be more cost-effective and time-efficient than traditional methods, especially for depicting scenarios that would be expensive or impossible to stage in real life. This blend of creative freedom, practicality, and the potential for high-impact visuals makes CGI an invaluable tool in marketing and advertising scope.

There are many ways CGI can be used in marketing campaigns. The format and usage of CGI can be various: from creating 3D models for the catalog to the XR marketing campaigns. The popularity of CGI in marketing and advertising has soared in the 2020s, driven by a cultural fascination with "cyber" aesthetics and the rise of technologies like Virtual Reality and the Metaverse. These advancements, coupled with their integration into social media platforms such as Instagram and YouTube, have revolutionized digital marketing. Instagram masks, XR filters, virtual tours - all these exist and thrive thanks to CGI technology.

CGI is on the rise and will continue its closer integration into marketing in the upcoming years. These are the main trends expected to dominate marketing and advertising in CGI technologies.

Hyper-Realism and Immersion

Envision advertisements so lifelike they seamlessly blend virtuality with reality, providing audiences with an experiential journey that transcends mere viewing. This evolution in ads aims to engage consumers on a deeper, more sensory level. Typical example: Balenciaga's "Afterworld" Virtual Reality Campaign. The hyper-realistic models and environments created an unparalleled sense of presence, transporting participants into the brand's world. 

Personalization and Interactivity

The future of advertising lies in tailor-made experiences. Ads will soon be able to dynamically adapt to individual preferences and behaviors, offering unprecedented levels of interaction and personal relevance. Example: Estée Lauder's "Your Makeup Transformation" Virtual Try-On. It is a virtual try-on experience that leveraged CGI to personalize makeup applications based on facial features. The deep learning algorithms accurately mapped facial details, creating realistic visualizations of makeup products on users' faces. 

AR/VR Integration

This integration will transform advertisements into captivating, immersive adventures, allowing for virtual product explorations and interactive brand experiences. A recent example includes IKEA's Place app, which allows users to virtually place IKEA furniture in their homes to visualize how it would look.

AI-Driven Creativity

The synergy of Artificial Intelligence with CGI is poised to transform the landscape of content creation. This combination promises to expedite the production of high-quality advertisements, enhancing efficiency and creativity. L'Oréal, launched an innovative campaign called "Virtual Avatar" that used AI and CGI to create a personalized virtual model of each user. This virtual model could be customized to match the user's face, hair, and skin tone and could then be used to try on different makeup looks and hairstyles. 

Integration with mobile

Speaking about the usage of CGI for marketing, it is important to mention the role of mobile. Given the significant use of mobile devices in content consumption, CGI advertising is increasingly customized for this platform. Example of CGI integration into the mobile ad - 360° Model Phone marketing campaign by Adello. This ad creative allows users to observe the 3D model of the product from every angle, zoom in and out, and rotate the 3D model in 360 degrees.

The downside of CGI technology

The advancement of deepfake technology brings with it the need for increased vigilance and regulation. Ensuring authenticity and ethical usage in CGI advertising will be paramount, as these powerful tools come with significant responsibilities. Marketers and advertising should consider the ethical usage of CGI technologies.

Nevertheless, it's evident that CGI has had a profoundly positive impact on the marketing industry. This technology enables the creation of more immersive, interactive, and inventive ad campaigns than ever before. With CGI, marketers can craft visually stunning and engaging content that captures the audience's imagination, offering experiences that go beyond traditional advertising. This heightened level of engagement not only enhances brand recall but also encourages greater consumer interaction, leading to deeper emotional connections with brands. CGI's versatility makes it suitable for a wide range of industries, from fashion and automotive to real estate and technology, opening up new possibilities for creative storytelling in marketing.