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3D advertising offers a powerful way to capture attention in out-of-home media and make brand messages more impactful. Despite its eye-catching appearance, creating a 3D campaign can be surprisingly straightforward for advertisers.
The Finnish Lifeboat Institution and Vermo Arena have both utilized 3D in their outdoor advertising campaigns. In each case, the 3D effect brought key campaign elements to life, helping the message stand out in busy urban environments. The campaigns were created by Aki Kinnunen, 3D artist and graphic designer at Ultime.
3D adds impact and drives attention
One of the biggest strengths of 3D advertising is its ability to stop people in their tracks. By creating an illusion of depth through perspective, elements of the advertisement appear to extend beyond the screen, attracting attention in a way that traditional 2D advertising cannot.
"With 3D, the advertisement seems to leap out of the screen and surprise passersby. Once their attention is captured, people are more likely to watch the ad through to the end, making the advertiser's message more memorable," says Aki Kinnunen.
3D is particularly effective for showcasing products, as it highlights materials, details and design features in a visually engaging way. At its best, the illusion is so convincing that people stop to film it and share the content through their own social media channels, further extending the campaign's reach.
Creating a 3D advertisement is easier than you might think
While the end result can be highly impressive, 3D advertising does not necessarily require a complex production process. From concept to final creative, projects can often be completed within just a few weeks. The client's main role is to define the campaign objectives and identify the key elements they want to highlight.
"3D animation is a straightforward solution for clients. There's no need to organise a photoshoot or hire actors specifically for the campaign," explains Kinnunen.
The best wow effects are created at the concept stage
Although existing 2D creative materials can be adapted into a 3D format, the most impactful results are usually achieved when three-dimensional storytelling is considered from the very beginning of the campaign planning process.
"I'm always happy to be involved in the ideation phase to help create the strongest possible wow effect for the advertisement," concludes Kinnunen.
Watch a video showing how the campaigns were brought to life >
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