[Video: Instagram ‘Jacqusmus’]
going beyond the photoshoot
Computer Generated Imagery (CGI) marketing is on the rise and brands are getting as creative as ever! What once was photos and videos is now a different realm of digital creativity that was once reserved for big-budget corporations. Also known as Fake Out of Home (FOOH) marketing. This new from of marketing is a game changer, shifting traditional marketing campaigns and giving brands lots of creative freedom. Brands can go beyond just a photoshoot. Animations, 3D modelling and fantastical worlds, you name it and they can probably do it – thanks to CGI.
POv: you’re a passerby
CGI marketing took the general public by surprise. Most of these marketing stunts are set in a well known public area. With videos normally shot at an angle that makes people think it was filmed by a passerby on the street. Giving people reason to think they missed out on their opportunity to see something of the likes. I mean if I missed out on the London underground wearing eyelashes I’d have FOMO too!
CGI-magination station
[Screengrab from video: L’oreal]
4 brands that took cgi and ran with it
#1 jacquemus
the purse-mobile
A new form of transport hit the streets of Paris in April of last year. Jacquemus’ Bambino Bags were cruising among the Parisian traffic, but they weren’t – it was CGI. Jacquemus posted an 8-second viral video of their bags bus-sized to their socials with the caption “I THINK I LIKE PARIS NOW”. Making the public believe that they would be able to hop on a bag to work perhaps. This one held more belief as Vans, the popular shoe brand actually did create ‘Vans vans’. Cars that look like Vans for one of their campaigns. Give the people what they want Jacquemus we all want to ride a Purse-mobile!
#2 maybelline new york
All aboard the Sky High Mascara Express
One of the most popular make-up brands glued massive eyelashes onto London’s Tube and had it painted with their ‘Sky High’ mascara as it pulled into a station. Or so it seemed… it’s CGI! This FOOH ad was posted to socials in July of 2023 had the public, myself included, believing the tube was in fact using Maybelline Sky High Mascara. Not only was the marketing genius but also realistic enough for people to leave comments such as – “Best campaign ever”, “I want to fly to London just to see this”, “ME: uses L’oreal, ME: after seeing this ad”. This post alone had a 451% increase in engagement than Maybellines previous 30 posts combined. The response was fuller than the tubes lashes. Maybe she’s born with it, maybe its Maybelline, Nope – it’s CGI.
#3 L’oreal Paris
Paint the town red
Don’t worry you won’t step in red lipstick when you cross the road because, you’ve guessed it – it’s CGI. L’Oreal Paris promoted their new Infaillible Matte Resistance liquid lipstick. They quite literally painted the town red and posted it to their socials in last September. Their promise for ‘one swipe pay-off’ and a pigmented long-lasting formula is what they are trying to prove here. The ultimate test? Leaving a trail of pigmented red lipstick behind. Now that’s digital glamour!
#4 Barbie
In a barbie world
MATTEL were clearly thinking outside the box with this one. The UAE had a delayed release of the Barbie movie last summer. Barbie can be seen elegantly stepping out of her plastic box beside the world’s tallest building. To create excitement around the movies release the viral FOOH ad got a staggering 3.5 million views. Among all the FOOH ads you can have the realistic and not so realistic ads. It is more believable that a train has eyelashes than it is Barbie walking beside the Burj Khalifa. None the less if making a statement was the goal, a statement they did make. It’s a Barbie world after all!
real or fake?
In a digital world like this, no matter what happens in reality we will most likely take out our phones to record it. So why pay for a marketing stunt for only the people there to see it, when brands can use CGI and everyone can have the same experience. Some think why create something with CGI that could actually be done? Like Jacquemus’ Purse-mobile and Vans vans. What do you think? Would you rather effort and money put into big physical marketing campaigns or are you happy with CGI marketing and FOOH ads?
Personally, I would like to see my daily commute wear eyelashes every once in a while.
“The quality of CGI, audiences are now so used to it. They don’t know what is CGI and what is real”
Jan de Bont
THANK YOU FOR READING.
By Phoebe Goodwin
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