Real or Fake: The World Of CGI

In the dynamic landscape of digital marketing and technology, Computer-Generated Imagery (CGI) has made itself known as a marketing technique that pushes the boundaries, leaving a lasting impression on audiences. 

Beyond the social media videos you have seen across platforms, you may ask, what really is CGI and what is its purpose?

What is CGI?

In a nutshell, Computer Generated Imagery refers to creating visual content through software that would be impossible to achieve with any other methods. CGI has recently made its mark in social media, most commonly used in films and video games to develop out-of-the-box or unrealistic imagery. These social media campaigns are commonly shot from the perspective of a passerby furthering the believability and driving engagement across platforms.

Examples of CGI

The rise of viral CGI campaigns, including Jacquemus’ clever portrayal of bags as London Buses, marked a shift in brand-audience interaction beyond the traditional marketing approaches. We have now seen various brands jump on the CGI bandwagon blurring the lines between reality and illusion. 

L'oreal Paris - Elvive Glycolic Gloss Range Campaign

L'oreal Paris’s Elvive Glycolic Gloss Range campaign has epitomised how the beauty industry can utilise CGI to elevate and animate its products. Rather than using CGI for their particular product, they showcased the radiant ‘shine’ that their haircare line offers, with a model’ss’ hair blowing in the wind on billboards. With audiences being particularly attracted to visuals, Loreal cleverly used the technique to its advantage to create a scroll-stopping video.

Pepsi Rebrand Campaign

2024 has marked a rebrand for Pepsi, and with that, they have placed CGI at the forefront of their marketing strategy, notably focusing on their change in logo. Utilising their status as one of the globe’s premier brands, their recent campaign has commanded user's attention. Through CGI, the brand paired their product with iconic landscapes around the world including Pepsi on the Thames River and at the Ain Dubai Drone show. This collaboration not only generated engagement but also emphasised the brand’s omnipresence. 

Samsung Galaxy Flip Phone Campaign

Samsung’s Flip phone campaign made waves across social media bringing the product to life on a grand scale. The brand utilised renowned locations worldwide, mounting the phones on buildings as innovative billboards. Featuring interactive displays not only allowed attendees to grasp the device's features but also reaffirmed their brand’s reputation as a cutting-edge technology company. 

These campaigns serve as clear examples of how brands cleverly utilise CGI to enhance audience engagement and enrich product storytelling. At TwentyTwo, we consistently analyse trends and explore how to apply them to our work. If you are interested in learning about our digital marketing trend predictions for 2024, check out our annual Trends book for 2024!

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