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A differential creative nature

Compared to two-dimensional campaigns, the 3D format allows you to exploit the creative possibilities of outdoor media, especially the large format. “It is creativity in its purest form. Depth visual effects are created and light is played with, ”says Gorka Pagazaurtundua, Callao City Lights Commercial Director, in statements to Reason Why. “It is something very new, with an avant-garde and groundbreaking character, which allows us to squeeze the full potential of Digital Out Of Home” list of shipping companies in dubai with email address.

The agents of the sector assure that these examples are just some of the many that are about to invade the screens that populate the avenues and squares of our geography. However, they point out that technology has to be consolidated and brands have to understand that this new format requires a different treatment than that usually received by two-dimensional campaigns and on conventional media.

Exclusivists usually work with pieces taken from television commercials or digital graphics and that are adapted to external formats and supports. However, 3D outdoor advertising involves creative development and ad hoc production. “Normally we do not see anything, the pieces are handed to us a couple of days before the exhibition begins, but with 3D creativity is worked from scratch”, says Aurora Sánchez. “It takes three or four weeks of work in which three-way meetings are held between the client, the exclusivist and the company in charge of creativity. There is much more participation and involvement on our part, ”says Executive Innovation at Clear Channel.

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In this sense, PHD Media advises you to be advised by experts and to be flexible and open to discovering all the possibilities of the format. “It is not the same to see the piece on a mupi at street level than on a large screen four meters above your head. It is necessary to do a visibility study, to understand how the image should work to achieve the greatest impact and the best effect. It is important to understand its nature, because not all screens allow it ”, Alba Sala assures us.

To do this, BCN Visuals puts all its experience and knowledge linked to the film sector – they have worked with Marvel and Pixar – at the service of creativity. Thus, once the client contacts them with a briefing of what he wants to promote and the objectives he wants to achieve, they work on a proposal. In an approximate period of about five days they present a storyboard that, once approved, is developed by the team.

“We mainly work with computer-generated graphics, so we can create things that are not of this world. It is a very detailed and conscientious process, in which the client participates at all times ”, explains Eric Sas in statements to Reason Why. “It involves a higher cost because there is cinematographic talent generating high-quality ideas to create advertisements that have an author’s signature.” His work for the promotion of the last season of the series “The Walking Dead” has been awarded at the Promax Europe Awards 2021 socialposts.

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