This is surely the age of technology based information, we are utterly surrounded by it, moreover, we are deeply and inextricably part of it; sharing information on the numerous blogs and the cacophony of social media outlets. Advertising firms are well aware of society’s ever growing need to access immediate information and they tap into it relentlessly. We are engulfed by advertising every minute of everyday, some get lost in the bland fog of imagery pumped out by the advertising machine, but on occasion there are a few glimmering moments that shine through and succeed in their purpose; grabbing our attention.

In an attempt to stand out from the crowd, advertising agencies are increasingly employing the talents of creative design agencies and firms to help produce much more engaging means to communicate their message and products. One very common approach is the use of 3D Visualisation in advertising. For some, this is a bad case of using technology for technology’s sake, instead of taking the message and using the most viable and effective means to communicate it.

The use of 3D Visualisation in advertising can be very beneficial, but only if used right. Co-ordination and planning are the first things to think about. A photo-shoot can cost quite a bit, this is mainly due to the location. To save money on travel and accommodation costs the use of green-screen technology can come in very handy. Actors and products can be placed in front of green-screen and then appear at any location or even a fantasy location can be created. Adverts such as ‚Thinking of you‘ from O2 is a good example of green-screen and 3D Visualisation technology.

But it is not always about saving money and location, 3D Visualisation can be used to solve much more complex problems when it come to advertising. A product being advertised can many times be a 3D image of the product, this is used when the product has not yet been produced in a mass amount. To take thing further, the inside of the product can also be created with 3D Visualisation. This is the part I admire the most about using this technology in adverting. To show the mechanical workings of the product with a life-like effect 3D Visualisation can create and show how the product works.

By developing this further you can bring creativeness to the advert. Adverts like Honda, Audi and Guinness have brought creativeness and realness to their adverts using 3D Visualisation. The skills of a designer, 3D modeler and animator have been used to create these adverts. The combination of 3D visuals, live action and there own creativeness can produce amazing adverts.

Of course, most of what I have mentioned above is based on screen based examples. The use of 3D visualisation in advertising is also prevalent in print campaigns. To me this is a less intrusive approach, and as with the screen based examples, does not have to simply serve the purpose of displaying a product. Print based advertising seems to allow 3D visuals to merge and sit in more natural harmony, rendered 3D objects and shapes can be used as graphical elements, or allow typography to take on a braver and bolder (no pun intended) persona.

Using 3D Visualisation in advertising is here and here for good. With new technology such as Augmented Reality and WebGL emerging the use of 3D technology is only going to spread. The creations that can come from that will be inspiring, breathtaking and fierce and this is all possible with the use of 3D Visualisation combined with advertising.

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