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Jacquemus, Stuart Weitzman, Gucci, and many more; CGI Marketing is taking over social media.
Digital marketing
01 October, 2024
Table of contents
The CGI market is expected to grow exponentially in the advertising sector with a CAGR of 19,9% and a forecasted total of $13,44 billion by 2028. In the case of digital storytelling for a brand, CGI is becoming one of the crucial approaches along with AI, 3D DOOH, and AR.
CGI will be a tool for the brands to go beyond the line of what the audience always expects.
This will allow them to stick to a storytelling that will leave people in awe. The fake out-of-home is trending too, recording a 20% higher recall rate than the contemporary billboards. FOOH using CGI is cost-saving and effective through higher return on investment and organic reach. The agency The Fifth witnessed the brands that followed this trend had an engagement from April to August 2023 between 16.441% and 1,701%.
Here are the brands that jumped on the CGI marketing trend as of now.
Adidas was the kit sponsor of the 2023-24 Saudi Arabia home football team. Therefore, to reveal the looks, the brand created a buzz by showcasing the jersey of the team on the archaeological site of Hegra. Also in 2023, Adidas celebrated Lionel Messi’s win in the World Cup by displaying a 3D billboard in Dubai. It also presented its Speed shoes with two helicopters carrying them across The Obelisk in Buenos Aires for the 2023 Marathon of Buenos Aires.
In 2023, Alexander Wang introduced its new Athletic mesh triangle bra by hanging it on the Brooklyn Bridge through CGI.
Balenciaga used CGI for its 2022 spring collection, where the whole 44 looks are created on a computer by Demna Gvasalia, and the product is developed by CGI. The entire collection was presented by a single model, Eliza Douglas, who was cloned digitally by Quentin Deronzier.
Fenty Beauty dropped a CGI video set in the streets of New York followed by a makeup bag automatically opening and all the branded products falling out of the bag. Another ad was done in collaboration with Sephora where the Fenty Beauty products are swaying through the circular slide on the top of its store.
Gucci Beauty celebrated the first lipstick created by Sabato De Sarno, named the Rouge à Lèvres Mat in ‘509’ Rosso Ancora with a CGI-based video of the lipstick cruising on a yacht in the Huangpu River of Shanghai.
For the Paris Fashion Week 2023, Isabel Marant featured its Paris store with a CGI-made giant toothpaste squirting the paste in front of the store. It also revealed the launch of a limited edition collection.
Jacquemus was one of the first brands to implement CGI marketing in its digital storytelling. It started with the giant branded bags cruising along the famous streets of Paris. The locations were shot on mobile. At the same time, the brand launched another campaign featuring its Bambino handbag inflating slowly on the shores of France. It wished the audience a happy 2024 with a CGI-made video of a ski resort resembling the flap of its iconic Bambino bag.
In November 2023, JD Sports took the puffer of The North Face around the world by digitally displaying the product wrapped on notable landmarks such as the Eiffel Tower in Paris, and Big Ben Clock Tower in London by using CGI.
L'Oréal Paris promoted its Matte Resistance Liquid Lipstick by placing the giant version of it on the top of the vintage Citroën 2CV driving. As it moves, the lipstick paints the bold red streak on the streets.
In August 2023, Maybelline displayed its new Lash Sensational Sky High Mascara through two CGI-created ads - one with double decker bus with lash traveling among the streets of London, painting the roads on black mascara; another one with a tube train getting lash makeover through the mascara brush pole on the underground station. The latter scored 451% more engagement than the previous 30 posts.
During the Copenhagen fashion week, Pandora had a CGI ad of three differently toned locks unlocking on the walls of its store as a part of launching its physical store during the week. In July 2024, it presented its Rose charm through a CGI video of a garden with a pink house that opens inward to reveal the charm.
Rains showed as if it was raining inside its London Store in August 2023. The post garnered 8526% higher engagement than its usual ratings.
Roberto Cavalli released a video of huge waves coming out of Palazzo Mezzanotte, Piazza degli Affari in Milan using CGI to announce its SS25 Show, titled Views from Zancle, to be streaming at 7.00PM CEST
In September 2023, Sephora had its CGI-created blow dryer drying a woman’s hair featured on a static billboard in Dubai. The ad evoked a sense of self-expression, confidence, and empowerment.
Shoppers Stop Limited experimented with 3D CGI advertisements on the top wall of its store. In partnership with its SS Beauty, it presented a 50% offer with the shopping bags and other products, made to look like they are coming out of the screen in December 2023.
Skybags showed its excitement for the 2023 India-Pakistan World Cup match by CGI-powered placement of its iconic light-blue luggage opening automatically on the ground to reveal the world up.
Stuart Weitzman did an awestruck CGI video of its boots strutting out of the Fifth Avenue boutique in New York City in October 2023. Following that, for Mother’s Day, the brand showcased flower-embellished classy shimmering heels in front of the same boutique through CGI, offering an afternoon of shopping experience with a personalized bouquet.
Uniqlo made its Mumbai debut official through CGI ads, featuring the famous Marine Drive with three cargo containers labeled in the brand’s colors and logos with its jackets and T-shirts inside them.
In June 2023, Victoria Beckham showcased its new Chain Pouch by creating a CGI video of the Statue of Liberty holding the pouch. The pouch was made available on its website and its Dover Street store.
Cover Image: Alexander Wang's Athletic mesh triangle bra at Brooklyn Bridge, Jacquemus' Bambino on the streets of France and Sephora X Fenty Beauty CGI reel, courtesy Alexander Wang official Facebook page, Glossy magazine and Fenty Beauty YouTube page.