Editorial Articles

In a global media industry obsessed with the ‘next big thing’ in technology, knowing what to invest in is vital in helping marketing, digital and advertising organisations maintain a competitive edge. No industry works as an island but instead feeds and grows from trends and developments in their comparative industries that are closest to them. As organisations shake off the repercussions of the recession, there is pressure to rebuild quickly and increase profits, and in tandem with this will always be the need to be seen to invest in the latest technology.

3D has become a craze in the UK and overseas with the mainstream success of movies such as Avatar and the trend is set to continue for consumers with the introduction of 3D televisions. However the use of CGI technology in marketing has had less cut through and is perhaps not as much on the radar of some marketers in the UK as in the US. Computer Generated Imagery, the application of computer graphics for special effects can be used as much for adverts, tv and printed materials as it can for movies, enabling the development of computer generated effects and replicas of products or humans that are nearly indistinguishable from real life. The momentum CGI has gained in the US is looking set to continue in the UK now as marketers and brands understand its use and validity within advertising and marketing campaigns.

The application of CGI has yet to be fully defined or restricted which allows the technology to be constantly on the cutting edge of digital technology and capability. CG assets are created using CAD data before a product is put into the initial stages of production, and can be used for almost any industry, whether it’s virtual cars, crisps, celebrities or houses. While the flexibility of CGI technology enables the models to be transferred across print, broadcast and online marketing campaigns, it is the interactive nature of the product that gives it that elusive edge. CG assets can turn a casual interest in a product into sales and make a serious difference to a company’s bottom line, allowing companies to create virtual customisers so that consumers can engage with their products before production has even begun.

The beauty of CGI technology is its flexibility. While it can hold its own as a standalone marketing technique or product, it can also be used in conjunction with the more traditional methods to achieve even higher cut through in a crowded marketplace. CG models can be seamlessly inserted into an existing campaign, and as budgets are being scrutinised more closely than ever, the cost benefits of CGI become significant, as once a digital model is created it is a multi-platform asset that can be easily used and modified without having to foot massive production bills. CGI is about investing in long term solutions and having the foresight to take advantage of the right opportunities when they come along, and as media spending increasingly moves online CGI comes into its own.

Danny Morris
Account Director, Speedshape Europe