In digital marketing, the shift towards CGI technology is reshaping how brands create and deliver content across various media platforms. As budgets become more constrained, many companies are choosing to forgo expensive, large-scale live-action shoots in favor of CGI, or computer-generated imagery.

This approach not only stretches limited budgets but also produces content that, while perhaps not high-quality enough for a movie screen, is perfect for video streaming platforms like YouTube, TikTok, and Instagram where ads perform better.

Understanding CG, CGI, and 3D

Before delving deeper, let’s define the terms we’re talking about:

• CG (Computer Graphics): This broad term encompasses all forms of computer-generated visual content, whether static or animated.

• CGI (Computer-Generated Imagery): A subset of CG, CGI specifically refers to dynamic, animated visuals created using software, often seen in movies and advertisements.

• 3D Animation: Involves creating objects in three-dimensional space that can move like real objects, often used in CGI for lifelike detail.

• Live Action: Involves filming with real actors and physical sets. This method is limited by physical locations and logistical constraints.

CGI vs Live Action

Brands increasingly face a choice between CGI and live-action for dynamic campaigns. While live-action offers a tangible realism that resonates with the human experience, it is often constrained by weather, permits, and actor availability.

In contrast, CGI breaks free from physical constraints, granting creators ultimate liberty. The only limits are imagination and technical capability. This freedom allows for expansive, fantastical worlds—like soaring dragons or futuristic cities. Additionally, CGI is often more cost-effective and offers significant post-production flexibility, as digital assets can be edited or repurposed with ease.

Benefits of CGI Over Live Action

• Cost Efficiency: Eliminates the need for costly sets, location fees, and large crews.

• Creative Flexibility: Unbound by physical laws, making anything imaginable possible.

• Time Efficiency: Quick iterations in post-production without needing to reshoot.

• Consistency and Control: Full control over lighting and environment across all visuals.

• Optimized for Streaming: Efficiently scales production for social media platforms.

• Rapid Deployment: Digital nature allows for real-time modifications based on engagement metrics.

  
  

Showcasing Success Through CGI

Several brands have successfully harnessed the power of CGI to create impactful advertising campaigns. In fact, many brands and advertisers turned to CGI during the COVID-19 pandemic when in-person production was not feasible.

For example, both Esperion and Brave Bison turned to CGI and animation during the COVID-19 pandemic when traditional shoots were impractical. Esperion introduced their drug Nexletol with CGI elements to creatively bypass the absence of suitable stock footage. Similarly, Brave Bison employed animation techniques like stop-motion to maintain content production when live-action filming options were limited.

Following lockdown and renewed accessibility of live-action production, brands have continued leveraging CGI technologies to create visually-stunning ads featuring CGI-generated elements. This includes L'Oréal which used CGI to create an ad campaign showing a trail of red lipstick "painting" the streets of Paris. Or, Coca-Cola’s "Happiness Factory" ad which employed CGI to bring to life an imaginative, fantastical world inside a vending machine. 

These use cases highlight how CGI not only serves as a practical solution during logistical constraints but also as a strategic creative tool to captivate audiences effectively on digital platforms.

Cost-Effective CGI Solutions: Unreal Engine

As advertisers increasingly leverage CGI, new technologies like Unreal Engine have emerged to make CGI content creation more accessible and cost-effective. Unreal Engine, known for its high fidelity and real-time rendering capabilities, enables advertisers to produce cinematic-quality visuals without the tremendous costs traditionally associated with such high levels of production. This technology not only democratizes the creation of visually stunning ads but also significantly reduces turnaround times. By utilizing Unreal Engine, brands can efficiently scale their CGI production for platforms like YouTube, TikTok, and Instagram, where the engaging, high-quality content has proven to perform exceptionally well. This shift is particularly advantageous for brands aiming to stand out in the competitive digital landscape, as it allows for the creation of immersive, interactive ads that captivate and engage audiences at a fraction of the cost of traditional live-action productions.

TL;DR: Embracing CGI in Digital Marketing

CGI allows marketers to produce visually engaging, cost-effective ads tailored for the digital age.

• Budget Management: Minimizes financial burdens of construction and logistics.

• Creative Liberation: Brings any vision to life, from surreal landscapes to futuristic tech.

• Digital-First: Ideal quality for mobile screens and social platforms.

• Agility: Tools like Unreal Engine allow for rapid updates based on consumer feedback.

Unlock the Power of CGI in Your Advertising

If you’re looking to harness the innovative capabilities of CGI, the CRAFTSMAN+ team is here for you. Leverage our cutting-edge technology and creative expertise to produce compelling advertisements that resonate in today’s digital-first world.

Request a Demo with CRAFTSMAN+ Today!