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

Many brands turned to CGI during the COVID-19 pandemic when in-person production was impossible. For example, Esperion used CGI to introduce their drug Nexletol, and Brave Bison employed stop-motion and animation to maintain content production.

Post-lockdown, the trend continues. L'Oréal recently used CGI to show a trail of red lipstick "painting" the streets of Paris, while Coca-Cola’s "Happiness Factory" brought an imaginative world to life inside a vending machine. These cases highlight CGI as a strategic tool to captivate digital audiences.

Cost-Effective CGI Solutions: Unreal Engine

New technologies like Unreal Engine have democratized high-fidelity content creation. Known for real-time rendering, it enables advertisers to produce cinematic-quality visuals at a fraction of traditional costs. This shift allows brands to efficiently scale immersive, interactive ads for YouTube, TikTok, and Instagram.

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!