Understand the difference between CGI and 3D animation and explore their application and benefits for business advertising. Learn how Immersive Studio can help.

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How Are CGI and 3D Animation Different
⋮ 4/18/2024
A common question we often get asked is if we can create CGI or 3D content. This is often followed by
the next question which is, what the difference is between the two?
The simple answer is this, CGI (Computer Generated Imagery) refers to the use of computer graphics for
creating or improving images in art, printed media, moving images, and simulations and can be used
when talking about both 2D and 3D content creation and manipulation. Basically, if you enhance any type
of traditional media like photography, hand-drawn illustration, or live-action footage by use of a computer
software, this is the umbrella term for this type of creative work.
With 3D modelling/imaging/animation on the other hand (even though it also comes under the umbrella
term of CGI) the content does have to have been built in 3D modelling software such as Blender, Maya,
3dsmax, Cinema4D, etc., and have a X Y Z property to qualify for the term. Additionally, the video game
industry would use the term 3D modelling/animation rather than CGI as video games rely heavily on
creating movable 3D models that you can interact with inside the video game programming.
In this article we will take a look at CGI and 3D modelling in greater detail, exploring their definitions,
applications, and unique benefits, particularly for Brands and Advertising.
Defining Computer-Generated Imagery (CGI)

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Computer-generated imagery, more commonly known as CGI, represents a revolution in the way we
create, manipulate, and visualize content across various media. At its core, CGI is the process of creating
digitally enhanced images and graphics using computer software. This broad term encompasses a wide
array of applications, from simple 2D graphics in printed media to complex 3D models in blockbuster
movies. CGI can breathe life into art, transform printed materials, enrich moving images, and simulate
real-world environments, making it an indispensable tool in both creative and technical fields.
The Scope of CGI
CGI’s application is as vast as the imagination of the creators who wield it. In art, it allows for the creation
of stunning visuals that can surpass the limitations of traditional mediums. Printed media, once confined
to the static images of photography and illustration, can now be enhanced with digital effects that add
depth and motion, transforming the viewer’s experience. Moving images, such as films and television
shows, rely heavily on CGI to create realistic environments, fantastical creatures, and explosive effects
that would be impossible or prohibitively expensive to achieve through practical means.
Application: Enhancing Traditional Media with CGI
A tangible example of CGI’s impact can be seen in the advertising industry. Consider a print ad for a new
car model. Using CGI, designers can place the car in exotic or fantastical locations that would be
logistically challenging or expensive to shoot in real life. They can also manipulate lighting, shadows, and
reflections to make the car appear sleeker and more appealing, thus enhancing the visual appeal of the
ad without the need for physical prototypes or elaborate photoshoots.
Furthermore, CGI has revolutionized the film industry by allowing filmmakers to explore stories and
settings that were once beyond the realm of possibility. Iconic movies like “Avatar” and “The Lord of the
Rings” have relied heavily on CGI to create impossible worlds and creatures, enabling audiences to
embark on immersive visual journeys limited only by the creators’ imagination.
Now, let’s talk about 3D Animation.
Understanding 3D Animation

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3D Animation, a captivating subset of Computer-Generated Imagery (CGI), refers specifically to content
built in 3D modelling software and must have a X,Y, Z property. 3D animations involves the bringing to
life of static 3D models through the use of motion, creating a digital illusion of life that can mimic reality or
transcend into the realms of the fantastical. This process involves the meticulous crafting of objects in
three-dimensional space, utilizing X, Y, and Z coordinates to define their position, scale, and rotation,
giving them a sense of depth and realism unachievable in two dimensions. Through 3D animation,
creators can animate characters, objects, and environments in ways that engage and immerse
audiences, whether it’s in movies, video games, virtual reality, or interactive media.
The Creation Process
The journey of 3D animation begins with modeling, where artists create 3D representations of characters,
objects, and settings using specialized software like Blender, Maya, 3DS Max, or Cinema 4D. These
models are then rigged with a digital skeleton, a process that assigns movement capabilities to different
parts of the model. Following rigging, the animation phase breathes life into these models by defining
their movements over time, creating a fluid sequence of motion that can be as realistic or as stylized as
the creator desires.
Texture mapping, lighting, and rendering follow, adding layers of detail, depth, and realism. These steps
transform the initially flat and lifeless models into vibrant, engaging elements that can interact with their
environment and with each other, telling a story or creating an experience for the viewer.
Application: Video Game Industry
A prime example of 3D animation’s impact is found within the video game industry. Here, 3D models are
not just animated but are also made interactive, allowing players to control and interact with these models
in real time. This interaction is a cornerstone of immersive gaming experiences, enabling players to

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explore virtual worlds, engage in combat, or solve puzzles, all within environments that react dynamically
to their actions.
For instance, in a game like “The Legend of Zelda: Breath of the Wild,” the vast, open-world environment
and its inhabitants are all 3D animated. Players can interact with almost every element of this world, from
picking up objects and fighting enemies to manipulating environmental features to overcome obstacles.
The game’s success hinges not just on its storytelling and gameplay mechanics but also on the quality
and fluidity of its 3D animation, which makes the game world feel alive and responsive.
The Creative Styles of 3D Animation
3D Animation allows for a wide range of creative styles, from hyper-realistic renderings that are
indistinguishable from real life to stylized, cartoon-like expressions that convey emotions and narratives in
unique ways. This versatility enables creators to choose the visual style that best suits their project’s tone
and objectives. Whether it’s the photorealistic dinosaurs of “Jurassic Park” or the stylized characters of
Pixar’s “Toy Story,” 3D animation offers limitless possibilities for storytelling and visual expression.
The Benefits of CGI Animation in Advertising
CGI animation has become a cornerstone of modern advertising, offering businesses a powerful tool to
captivate, engage, and influence their target audiences. In a world where consumers are bombarded with
countless ads every day, the use of sophisticated CGI animation allows businesses to stand out and
make memorable impressions. Here, we explore the specific benefits of CGI animation in the realm of
business advertising, showing how it can transform marketing strategies and enhance brand perception.
Enhanced Visual Appeal and Brand Differentiation

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With CGI, marketers can produce highly detailed, aesthetically pleasing visuals that are not limited by the
constraints of physical reality. For instance, an automobile manufacturer can use CGI to showcase a car
performing incredible feats that would be difficult or impractical to film in real life, such as driving
seamlessly in rugged mountains, thus highlighting the vehicle’s features in a dramatic and engaging way.
Cost-Effective Solution for High-Impact Ads
Implementing CGI animation in advertising campaigns can be remarkably cost-effective compared to
traditional filming techniques that require sets, actors, and an extensive crew. On the other hand, once a
CGI model is developed, it can be reused and modified to fit different campaigns or to create variations of
the ad for different markets and demographics. This flexibility reduces the need for multiple shoots,
saving businesses substantial time and money while maintaining high production value across their
marketing materials.
Ability to Visualize Concepts and Products
CGI animation is particularly valuable for visualizing products that have not yet been manufactured or for
explaining complex concepts that are difficult to capture with live-action footage. For technology
companies, CGI can animate the inner workings of a product, such as a smartphone or a smart home
system, to explain its benefits and functionalities in a clear and engaging way.
Engaging and Interactive Ad Experiences
With advancements in digital technology, CGI animation is increasingly being used to create interactive
ad experiences that engage users more deeply than static ads. For example, augmented reality (AR) ads
allow consumers to see how furniture might look in their home or how a piece of clothing might fit, all
powered by CGI animation. These interactive experiences not only entertain but also assist in the
decision-making process, enhancing customer satisfaction and increasing the likelihood of a purchase.
The Future of 3D Animation and CGI in Advertising

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As digital technologies continue to evolve, the future of 3D animation and CGI in the advertising industry
looks increasingly innovative and impactful. These tools are not just about creating eye-catching ads;
they’re about forging deeper connections with consumers, enhancing interactive experiences, and
personalizing content to individual preferences. In this section, we explore the emerging trends and
potential advancements in 3D animation and CGI, specifically within the context of advertising, and how
these developments could shape the strategies and successes of future marketing campaigns.
Hyper-Realistic and Immersive Ad Experiences
Advancements in rendering technologies and animation tools are pushing the boundaries of how realistic
and immersive CGI can be. Future advertising may utilize hyper-realistic 3D animations to create detailed
product visualizations that are virtually indistinguishable from real life. This level of detail not only attracts
viewer attention but also allows consumers to get a closer look at product features and quality, enhancing
their understanding and interest. Additionally, as virtual reality (VR) becomes more mainstream,
advertisers could create fully immersive ad experiences where consumers can interact with products in a
virtual space, providing a unique and engaging way to experience a brand before making a purchase.
Personalization Through AI-Driven CGI
Artificial intelligence is set to play a crucial role in the customization and personalization of advertising
content. AI-driven CGI could analyze consumer data to create tailored advertisements that cater to the
preferences, interests, and behaviors of individual viewers. For example, a viewer interested in outdoor
activities could see a CGI-generated ad for hiking gear that integrates seamlessly into an outdoor
adventure scene, specifically designed based on the consumer’s past purchasing behaviors and
expressed preferences.
Enhanced Interactive and Real-Time CGI Ads

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Interactive ads that allow consumers to engage with the content directly are becoming more feasible with
advancements in CGI and real-time rendering. These ads, often enabled by augmented reality (AR)
technologies, can invite users to interact with a 3D model of a product through their smartphones or other
devices. For instance, a car manufacturer might use AR-powered CGI to let potential buyers explore the
interior and exterior of a car model, and change colors and wheels, all within an ad.
Sustainability in Advertising
As brands become more conscious of their environmental impact, CGI offers a sustainable alternative to
traditional ad production, which often requires extensive travel, physical sets, props, and print materials.
Digital content creation significantly reduces the carbon footprint associated with advertising campaigns
and allows companies to meet their sustainability goals without compromising on the quality and
effectiveness of their marketing efforts.
Conclusion
Looking ahead, the future of CGI and 3D Animation in advertising is poised to embrace advancements in
realism, interactivity, and personalization, driven by emerging technologies such as AI and real-time
rendering. These developments promise not only to elevate the aesthetic and engagement levels of
advertisements but also to streamline production processes and introduce sustainable practices into
digital advertising.
As businesses continue to leverage these dynamic tools, the boundary between digital creation and real-
world interaction will increasingly blur, offering marketers unprecedented opportunities to captivate and
connect with their audiences.
Immersive Studio, with its expertise in CGI and 3D Animation, is ideally positioned to lead this
transformative journey, helping brands redefine the art of marketing through innovative and immersive
visual storytelling. For more information on how we can help brands leverage the power of CGI and 3D
Animation take a look at our Immersive Experiences for Brands. Alternatively, feel free to reach out to us
if you would like to explore this further. You can also drop us a message on Facebook, LinkedIn,
or Instagram.
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