Is hyperrealistic CGI content the new trend?
CGI, computer-generated imagery, is commonly associated with its use in movies & video games. For instance, it was used in the just-released live-action remake of “The Little Mermaid”. You know the ocean and entire underwater world Ariel was in yeah, that was entirely computer-generated; basically, they used the green screen technique, etc. Okay, Debby, pause. We are not here to talk about film production; let's return to the world of marketing.
CGI has emerged as a recent trend in marketing. Prominent brands, such as Jacquemus, Maybelline, Kylie Cosmetics, Adidas, and L'Oréal, have embraced CGI to craft captivating and hyperrealistic content for their social media platforms.
Let's explore some noteworthy CGI campaigns.
Jacquemus
I'm sure you all saw the viral Jacquemus video of its popular Bambino Bags-On-Wheels on the streets of Paris.
I was deeply disappointed to find out it was CGI. When I saw the video, my marketing lightbulb immediately turned on. I started to think about how much planning and budget must have gone into it and how brands like Jacquemus just continue to create immersive and memorable campaigns. (I was also lowkey jealous of the people who got to see it IRL.) Only to find out it was CGI?!
While this doesn't take away from how creative and memorable this campaign was, it certainly wouldn't have required as much planning as an in-real-life campaign would have. BTW, Jacquemus has gone on to do other CGI campaigns. Honestly, just scroll through their feed; the content is fun and refreshing.
Maybelline
Maybelline's Sky High Mascara Campaign had me totally fooled. This viral CGI campaign featured a giant mascara wand, fake eyelashes on the tube, and even a red London bus.
It was so convincing that I wasn't the only one who thought it was real—people on Twitter were asking which tube line to take to see it in person!
Although I wondered why there were no videos of it all over TikTok, a video from a Maybelline marketing team member popped up on my TikTok for You page, revealing it was CGI. I couldn't believe how realistic it looked!
P.S. The stats for this campaign are crazy: 36 million views and over 3 million likes.
L’OREAL Paris
L'Oréal Paris literally painted the town red with its CGI campaign for the launch of Infallible Matte Resistance.
The video featured a super-hyper-realistic giant lipstick trailing red across the streets of Paris. How isn’t this real?
Isabelle Marant
“Isabelle Marant toothpaste attack”. Luxury brand Isabelle Marant used a CGI campaign to announce the launch of Isabelle Marant's branded toothpaste.
What makes this CGI ad unique is the incorporation of realistic human reactions, making it seem more authentic. This is definitely one of my favs.
Kylie Cosmetics
Kylie Cosmetics also joined the trend with a similar campaign to Maybelline’s. They used a London tube covered with the “Klyash volume Mascara” to announce their presence on Asos.
Adidas
Adidas went hard with a hyper-realistic CGI campaign featuring two helicopters flying around with Adidas "Adizero running shoes". Just like Isabelle Marant, they also incorporated fake people trying to record, making it more realistic.
nORTH fACE X JD Sports
This is another really cool one! I was almost done editing this post when I saw it. The CGI campaign featured Big Ben wearing a North Face puffer jacket. What really elevated this CGI content was the sound effect of voices in the background saying,” That’s insane” "Bro, that's mad” “Yeah I will deffo get a pic of that”.
BARBIEHIEMIER Barbie movie
We all know the Barbie team was pulling every marketing campaign in the books, so definitely they had to indulge in some CGI creativity. The CGI video featured a giant Barbie doll and Oppenhemiar next to Burj Khalifa.
Wait, there is more
Other honourable mentions include Victoria Beckham, Uniqlo, Oh Polly, Kai Motors, Brazilian footwear brand Arezzo for its debut at Macy's.
Conclusion
Although the use of CGI in product marketing is not entirely new, brands such as Ikea have been using CGI in their product marketing. It is cool to see how it is being used in this short-form video era.
Also, a fun fact: both the Jacquemus and Maybelline campaigns were done by the same CGI artist, Ian Padgham. Feast your eyes on his Instagram and read his interview with Paper magazine to see more of his work. Here is my favourite work of his.
What do you think about CGI marketing campaigns, mention me in the comments @debbyourmarketinggenius if you see any cool ones ?!
