YearEnder2023- From Barbie to Koffee with Karan, a sneak peek into CGI ads rolled out this year

YearEnder2023: From Barbie to Koffee with Karan, a sneak peek into CGI ads rolled out this year

Back in the day, CGI (computer-generated images) were a mere tool to create better imagery for filmmakers. Cut to 2023, CGI has established itself as another medium for advertising with brands taking to social media to roll out videos. Dentsu in its global ad spend forecasts claimed that the global advertising spend is projected to surge by $23.0 billion in 2023 to reach $727.9 billion by 2024. Interestingly, the report doesn’t categorise CGI but rather focuses only on digital marketing. It is projected that digital ad spending is expected to reach $442.6 billion by 2024.Continue reading this story with Financial Express premium subscriptionSubscribe NowAlready a subscriber? Sign in

It is to be noted that BrandWagon Online doesn’t claim any kind of sequencing for the campaign. The campaigns quoted below are based on trends, innovation and messages quoted.

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A post shared by Eye Studio| Creative SM Agency & CGI Videos (@eyestudioae)

Popular opinion states that The marketing gimmick for the movie Barbie grabbed eyeballs like never before. One such CGI campaign which took centre stage over social media platforms was conceptualised by UAE-based agency, Eye Studio. In the video, a giant Barbie, placed next to Burj Khalifa, is seen coming out of her Mattel box in her iconic black and white swimsuit.

Maybelline’s Mascara

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A post shared by Maybelline New York (@maybelline)

It seems like Maybelline is on with its CGI game as the brand rolled out various campaigns for different products. Amongst all, what attracted netizens was a video featuring Sky High Mascara, wherein a train in London is featured wearing eyelashes and a mascara brush is extended from the billboard to coat lashes as the train pulled into the tube station. In the same campaign, a double-decker bus is also featured in the same way. With this, the brand aimed to focus on the features of the applicator.

Uniqlo

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A post shared by UNIQLO INDIA (@uniqloin)

When Japan-based apparel brand, Uniqlo, opened its stores at Phoenix Marketcity Kurla and Oberoi Mall, Goregaon, the brand chose to announce it through a CGI advertisement, created by Mindshare. The CGI ad unfolded at Marine Drive featuring a ship labelled ‘From Tokyo to Mumbai’ with three cargo containers. Next, the containers opened to highlight the brand’s offerings.

Adidas offering Indian jersey

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Adidas is amongst the many brands which have always managed to get CGI games right. Globally, the brand has unveiled many CGI ads, one being the flying shoes in Argentina and the other hanging on a tower. But what attracted the Indian audience was the announcement of the Indian cricket team’s new Test, T20 and ODI jerseys. The video that went live on June 1, 2023, featured the three new jerseys flying from a stadium through drones.

When Samsung introduced Galaxy Z Flip5 | Fold5

Samsung too opted for CGI campaign at the time of introducing Galaxy Z Flip5 | Fold 5 in the global market. The company placed its ads in the middle of Times Square in New York City and outside the Coex Media Tower in Seoul and the Sino-Ocean Taikoo Li Mall in Chengdu, China, to gain eyeballs. In no time, the brand managed to attract the crowd as they took photographs against these urban backdrops.

Koffee with Karan on Disney+Hotstar

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A post shared by Disney+ Hotstar (@disneyplushotstar)

When Disney+Hotstar announced Season 8 of Koffee with Karan, it took the CGI path. A series of CGI ad videos were introduced ahead of the season to create the buzz. In one video, a giant red coffee cup was installed in front of the Gateway of India while in the case of other parts of the campaign, the same structure was installed on top of the iconic double-decker bus which crossed Bombay Central.

Sephora

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A post shared by Sephora Middle East (@sephoramiddleeast)

Meanwhile, Sephora in its CGI ad campaign showcased its blow dryer on a billboard. In the video, when the dryer reached the protagonist placed on the billboard, her hair flipped .

Primark

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The Irish fashion brand, Primark, used CGI to celebrate Christmas. The video captured a shopping bag filled with Christmas balls placed over a building. When the bag flew, these balls rolled down the street, representing festive time.

Spotify

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A post shared by FOREAL® (@weareforeal)

Germany-based CGI specialised design studio, Weareforreal, designed the 2023 wrapped-up campaign of music streaming platform, Spotify. The campaign featured a Spotify billboard placed on the top of a building. Interestingly, the billboard opened t like a sliding door to release a black heart-shaped balloon.

Wacoal India’s focus on breast cancer

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Conceptualised by SoCheers, Wacoal India’s #KnowYourBreast campaign aimed to influence consumers by fostering awareness and proactive measures against breast cancer. In the campaign, a larger-than-life-sized pink-coloured bra was flown with the help of two drones against the backdrop of Gateway of India and the Taj Hotel.

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