Is it Real? The Power of CGI in Advertising

Let’s face it, everyone’s fighting for attention online. Regular ads just don’t cut it anymore. People want something cool, something that makes them stop scrolling. That’s where computer generated imagery (CGI) comes in, and that’s what we’re all about. CGI has the ability to create digital ads that are super eye-catching and feel like they’re actually part of the real world.  

CGI in Action  

CGI lets us do crazy things that we just can’t do with normal ads. We can put digital objects right into city streets, making them look totally real. Imagine a giant soda bottle towering over a building, or a huge rubber ducky floating down a canal. We can even make ads that seem to react to what’s happening around them.  

One of the coolest things we do is “Fake Out of Home “(FOOH) advertising. Think of it as taking billboards to the next level. Instead of just sticking an ad on a wall, we make it look like the ad is part of the city. It’s fresh, surprising, and way more engaging than your average billboard.  

CGI used for NYX campaign.

Why CGI Works So Well 

CGI has the ability to blur the line between what’s real and what’s not. We combine creativity with super-realistic visuals to create moments that make people do a double take. Whether it’s something that looks like it shouldn’t exist in real life or an ad that seems to interact with its surroundings, CGI ads spark curiosity and encourage sharing on social media, turning ads into viral moments. 

Making CGI Ads Effective 

For a CGI campaign to be successful, it takes more than just high-quality visuals. Our approach is built on five key principles: 

• Make it relevant: Don’t just use CGI for the sake of it. The ad needs to tell a story about the brand, the product or the message. Start by figuring out what the ad needs to achieve and then create a visual story that suits.  

• Nail the details: To make CGI look real, precision is crucial. The lighting, shadows, reflections, and perspectives must match the physical environment perfectly. Our team of 3D artists and VFX specialists meticulously integrate CGI elements, so they seamlessly blend into the surroundings, making them appear as real as possible.  
•  Embrace the “Is it Real?” moment: One of the most powerful aspects of a great CGI campaign is the brief moment of doubt experienced by the viewer. Is it real – or is it CGI? This moment of uncertainty is where the magic happens. By playing with realistic elements, natural movements, and believable environments, we create illusions that deceive the eye and captivate the audience. When viewers pause for a second, wondering whether what they see is truly part of reality, a sense of surprise is triggered – grabbing attention and creating a lasting impression of the brand. 

• Local relevance: A great CGI advertisement feels natural in its setting. We consider local cityscapes, cultural references, and visual characteristics to ensure the campaign has an authentic feel. This way, the ad does not just capture attention but also creates a connection with the audience. 

What’s Next for CGI Ads? 

As CGI and artificial intelligence continue to evolve, they are opening new doors for advertising. The possibilities extend far beyond traditional ad placements – we are moving into an era where brands can create interactive, personalized, and highly engaging experiences in digital spaces. 

We are driven by a passion for pushing the boundaries of what is possible with CGI. When used effectively, CGI doesn’t just sell a product; it creates an experience, sparks conversations, and leaves a lasting impact. 

Connect to real life (The Swedish Secret Weapon): In Sweden, it has been learned that the real magic happens when you link your FOOH ad to something happening in the real world. Think of it as giving your other marketing efforts supercharge. Is the brand opening a new store? Hosting an event? Use the FOOH ad to build hype and drive people there! For example, remember that giant rubber ducky we talked about? Imagine if the CGI ad showed it “flying in” to a specific location, and then… BAM! …a real-life ducky event was happening right there! That’s what Wavemaker did with NYX, and it was a huge success. It’s not just a cool social media video; it’s a way to amplify everything else you’re doing. 

Are you curious about how CGI could transform your next campaign? Reach out to your local specialist and let’s talk about the possibilities! 

Denmark: Rasmus Lassesen, Senior Director of Production, at [email protected] 

Sweden: Calle Chowdhury Hemström, Head of Creative Services, at [email protected] 

Finland: Marcos Gutierrez, Senior Consultant, at [email protected] 

Norway: Ludvig Løken, Digital Designer, at [email protected]