Can you remember the first time you experienced computer-generated imagery (CGI)? For most people, it's through cinema. I remember watching Neo nonchalantly raising his hand to stop a volley of bullets in mid-air and thinking it was the coolest thing in the world. Did I think it was real? No. Was I absolutely entranced anyway? You bet.
By the time The Matrix was released in 1999, CGI had come a long way since its early uses in 80s classics like TRON (those light cycle races may have been novel at the time, but they've aged like milk). Fast forward to today, and film special effects are hyper-realistic portrayals of impossible feats and far-away worlds. Epics like Avatar or The Life of Pi are created almost entirely with CGI.
But what was once confined to blockbuster movie productions has now become far more commonplace. Forget your explosive set pieces or planet-conquering aliens; today, CGI has marched onto the marketing scene, dramatically changing the way brands tell stories, create visuals, and sell their products.
We spoke to Point 6's own CGI department to get a sense of how CGI has reshaped the marketing landscape, what the current trends are, and why brands shouldn't go completely rampant on the renders.
Moving with the times
In years gone by, a bit of creative thinking, thoughtful photography, and some well put together copy could produce a great print ad, catchy jingle, or the occasional funny/disturbing mascot. We're looking at you, Michelin Man.
It's old school, but the billion-pound brands we know and love have been built on it for well over a century.
Then the internet came along to change the game entirely. Suddenly, you didn't need the biggest billboard in town. The World Wide Web gave you a way to plonk your product in front of millions. This, along with the rapid development of creative software like the Adobe suite, opened a whole new world of marketing possibilities.
Early uses of AI in marketing include mid-90s M&M ads, which hold up pretty well. But just as with cinema, modern applications eclipse what came before. Mind-bendingly brilliant CGI has become a viable solution for brands looking to create content at scale without breaking the bank.
So, CGI in marketing is not new, as such. But it is better and more accessible than ever. Whether it's making your hot sauce erupt out of Krakatoa or driving your all-terrain car off a cliff, CGI delivers visuals that appeal to audiences in new and interesting ways.
Here are some of the ways that brands are using it to bolster their creative arsenals.
Product visualisation
CGI can provide customers with the closest thing to 'try before you buy', without actually having the product in their hands, trying it on, or seeing it in person. Something that's especially valuable for big or expensive purchases.
Prevalent in almost every industry, from retail and real estate to healthcare and food, it lets brands show off their products from any perspective, in any environment — far outstripping what's possible (or financially viable) on a 'normal' shoot.
Take this example from Lotus. Their virtual CGI showroom lets people examine their potential new sports car from all angles, customise everything from the stitching to the steering wheel, and explore interiors without having to clumsily climb into the driver's seat. Lotus enhances the customer experience, giving them the luxury of window-shopping from the comfort of their living room whilst avoiding awkward conversations with commission-chasing salespeople.
Virtual environments
Taking product visualisation one step further are CGI-powered virtual environments. The stale adverts of old have now become digital playgrounds, turning shopping into an immersive adventure. Brands can now conjure whole worlds from scratch, adding a different dimension to traditional advertising and allowing consumers to explore new products in environments so stunning that they can't help but imagine them as their reality.
IKEA has various room designer tools that allow customers to create their kitchen, bedroom or living rooms from the ground up, giving them the choice of everything from the tiles on the floor to the colour and shape of the cabinet handles.
Does it work? Canadian ecommerce platform, Shopify, cited data that showed an increase in conversion rate by 200% when virtual or augmented reality environments are available to customers.
Animation and motion graphics
Marketers love CGI because it frees them from the harsh constraints of reality. If you want to stage your new eco-friendly water bottle on an iceberg floating under the Northern Lights, you don't need to go and freeze your fingers off in Iceland. CGI artists are creators of worlds and architects of imagination — they provide brands with what is essentially a cheat code for storytelling, all realised in pixel-perfect resolution.
Sony's PlayStation 5 launch videos showed off some impressive CGI motion graphics, with pulsating particles and other-worldly lighting creating a sense of awe and excitement. Not only is it super impressive work from a very talented CGI team, but it helps to convey the brand's identity as a gaming and virtual world pioneer.
The future is rendered
We've given you a taste of how CGI is already being successfully implemented in marketing, but what are some of the emerging trends?
As you'd imagine, social media is an important platform for CGI marketing. Instagram and TikTok are flooded with CGI-enhanced visuals, from impossibly golden and crispy fried chicken to the latest phone spinning in zero gravity — captivating images that can outperform traditional photography without the long and expensive photoshoots.
Artificial intelligence has turbocharged CGI, too. AI tools now assist in quickly generating countless variations of visuals, testing out different colours, backgrounds, or scenarios in seconds — something that would previously take an entire graphic design team days to pull off, and weeks to test. Brands leveraging AI-driven CGI can experiment freely, identify exactly what resonates, and deliver targeted visuals that consumers are drawn to.
Next top model
Another interesting emerging trend is the virtual fashion show phenomenon. With CGI, fashion brands don't just showcase clothes in dimly lit post-industrial spaces; they create entire digital worlds, hosting shows on imaginary islands and in futuristic cities.
Take this example from Balmain, in which a virtual model dons a stylish, monochrome skirt suit. Of course, this is far cheaper than planning a real-life fashion show and inviting hundreds of fashionistas to look casually cool and unimpressed — and no one is going to trip up on the catwalk, either. This isn't to say that fashion houses are looking to replace in-person events, but are simply offering fans an alternative, memorable experience.
Speaking of models — welcome to the era of CGI influencers. Virtual characters are now landing brand deals and amassing millions of followers. CGI models like Miquela and Shudu post selfies and collaborate with luxury brands. Cutting-edge or creepy? You decide.
Personalisation through CGI is also reshaping consumer experiences. Consumers now receive ads tailored specifically to their interests, tastes, and past shopping behaviour — powered entirely by dynamic CGI visuals that adjust in real-time. Whether it's visualising a car in your favourite colour driving through your hometown or virtually trying on sunglasses through an Instagram filter, CGI enhances the buying journey and makes consumers feel seen.
Is it all CGI sunshine and rainbows?
CGI in marketing is not without its challenges and pitfalls. One of the biggest sticking points is authenticity — or rather, the abandonment of it. As visuals become increasingly hyper-realistic, consumers have developed eagle eyes for spotting digital fakery. CGI and AI-generated content can leave audiences sceptical. We've all seen how delicious the burgers look on fast food adverts, only to be slightly let down by the squished and slightly soggy swaddle of meat and bread we get from over the counter. It doesn't stop us from shoving it in our faces anyway though, to be fair.
As for those CGI models, not only do they look a bit odd (or maybe I'm just being a grandad?), but studieshave suggested that they "reinforce racial stereotypes, perpetuate gender inequalities, and uphold unrealistic beauty standards". In a world where the lines between real and 'fake' are increasingly blurred, it's natural for some consumers to reject computer generated content in favour of something more human and familiar.
Then there's the sustainability debate. On one hand, virtual environments save brands from physically shipping products around the globe for fancy photoshoots. But rendering elaborate CGI visuals isn't exactly eco-friendly — it requires considerable computing power and energy. Conscious consumers might raise an eyebrow at the hidden carbon footprint lurking behind those seemingly perfect digital ads.
A tool to be wielded wisely
CGI in marketing offers a dynamic toolkit that can transform ordinary campaigns into extraordinary experiences, giving brands endless creativity, flexibility, and engagement potential. From stunning visuals and immersive virtual worlds to hyper-personalised content, CGI captures attention, saves costs, and brings a touch of magic that traditional methods struggle to match.
Something that will always be true in marketing, however, is that you should know your customer. Whilst dazzling visuals can wow audiences, consumers increasingly value authenticity and sustainability. CGI is a gamechanger in the right context, and it opens so many doors of possibility — but be cautious about using it wisely.
Get in touch with our CGI department to talk about how we can add some sparkle to your next campaign or product launch.
