Making The Most of 3D Anamorphic
Creatives can’t stop talking about 3D anamorphic. Customers can’t miss it.
So how can you use it? When should you choose it? And what can it do for your brand?
We’ll make it quick because we know you’re busy.
WHAT IS IT?
It’s an optical illusion effect that feels like a 3D version of a 2D creative. ‘Naked eye’, ‘forced perspective’, ‘3D anamorphic’ – it’s got a few names.
WHAT MAKES IT SO EFFECTIVE?
Imagine you’re coming across an ad that feels like it’s jumping out at you. That’s the magic. It warps reality – and it really works. Just look at some of the stats.
When experiencing a 3D anamorphic ad:
– 70% of 18-34s are more likely to want to see the ad again
[Grand Visual]
– 68% of viewers reported seeing the ad as “more premium,” while 66% said they are “more likely to buy the product”
[BCN Visuals/MFour Mobile Research]
– 55% of survey-takers said they were likely to film a 3D anamorphic ad then share it with friends online (58%) or in person (50%)
[BCN Visuals/MFour Mobile Research]
– 33% of customers describe 3D OOH campaigns as innovative
[Opinium Research]
WHERE DO THEY WORK BEST?
They can go pretty much anywhere. You just need to achieve the ‘optimal viewing position’ for it to be experienced best. This is done by 3D programs rendering out the artwork to match the human eyeline.
We think they work great for:
– PR campaigns outside of London’s top landmarks
– Retail parks for store support
– Close proximity Adjacking
– Experiential Spaces
– Fan engagement for events
HOW DOES THE CREATIVE LOOK FROM
DIFFERENT ANGLES?
The 3D illusion only works when looking at the ad from one specific angle. But customers can still clearly see the screens’ ad from any perspective.
SHOULD YOU TEST THE ARTWORK?
All 3D anamorphic creatives need a test day pre-campaign. Then we can ensure the 3D illusions runs smoothly and make any adjustments if needed.
ARE STATIC CREATIVES POSSIBLE?
Sure. But we recommend full motion copy to make the most of the ‘out of the screen’ illusion. Our anamorphic Edge artwork specification is viewable here.
is there an anamorphic artwork specification?
Our anamorphic Edge Digivan® artwork specification is viewable here.
DO WE DESIGN 3D ANAMORPHIC CREATIVES?
We don’t produce 3D creatives in-house, nor do we recommend specific creative agencies.
WHAT ABOUT THE THIRD SCREEN? IS THIS PART OF THE CREATIVE TOO?
We recommend using the third screen for full motion or static creatives – separate to the 3D visual. As the 3D illusion only works from one perspective, it doesn’t work to have all three screens as part of the 3D creative.