In the ever-evolving landscape of consumer business marketing, the allure of cutting-edge approaches often prompts skepticism about their longevity. When contemplating the value of our life-like 3D creative offerings, one may question whether it's merely a passing fad. A thoughtful reflection reveals that 3D Advertising, a relatively youthful concept with just over decade under its belt, could be considered nascent. Ironically, our positioning revolves around harnessing the capabilities of this seemingly transient trend to construct enduring brand saliency.

Firstly, allow me to illuminate the enchanting realm of trompe l’oeil creativity embodied in 3D Designs. This technique leverages the principle of "forced perspective," manipulating object scale and the viewer's vantage point to craft illusions of size, proximity, and distance. In simpler terms, it deceives the eye into perceiving a lifelike design through the clever use of shadows and spatial positioning deceives the eye into perceiving a lifelike design through the clever use of shadows and spatial positioning.

Industry veterans can recount instances where trends once thought revolutionary crumbled under scrutiny, akin to structures built on quicksand. From the exuberance of Virtual Reality marketing in the 1990s to the early adoption of branded USBs in the 2000s and the subsequent frenzy in purpose-driven marketing of the 2010s, numerous strategies to connect with consumers have been consigned to the annals of outdated approaches. Nevertheless, visionary leaders have consistently embraced transformative capabilities that propelled their brands to the forefront. Just as they seized the opportunities presented by social media and influencer marketing before, they became ubiquitous, the adoption of 3D advertising represents another strategic leap.

While the question of whether 3D advertising is de rigueur remains, its power lies in the distinctiveness it brings to the table. In a world saturated with traditional 2D visuals and the emergence of generative AI in creativity, 3D creativity takes the road less traveled. The scholars at the Ehrenberg-Bass Institute underscore distinctiveness as the assets that render a brand easily recognizable by consumers. Beyond mere names, logos, slogans, and key styles, 3D endeavors to elevate distinctiveness to the forefront. Undoubtedly, these assets should outlive the 3D creative trend, yet why not capitalize on its uniqueness while it's in vogue?

This discourse is not a Damascus conversion but a testament to the belief in laying down strategic foundations before unleashing creative endeavors. Any endeavor leveraging 3D without a solid strategic base is akin to putting lipstick on a pig. While 3D might be the current flavor of the season, the enduring pillars of building brand salience lie in distinctiveness. Embrace 3D creatively while it is present, recognizing that its true impact is amplified when integrated into a well-defined strategic framework.

Nick Aloo

Principal