How CGIs can raise your project’s bottom line
Insights | 24 11 2017
The majority of CGIs today are similar so memorable must be the rule.
When it comes to CGIs, the focus is usually on feature driven, pragmatic visualisation of product. However, in this time-poor, media-saturated society, memorable must be the rule: those first 10 seconds may be all you have to set your product apart.
By not styling a render to be specific to your audience, you become less relevant and meaningful to them – and ultimately, the imagery becomes less compelling because it fades into a mass of other visuals.
The majority of CGIs today are similar, showing the same furniture, view lines and layouts – time and time again. This means that there is no point of difference for a consumer to connect with. This is where thinking differently about CGI can have an impact and set your development apart. The best CGIs go beyond the obligatory angles and finishes to create a compelling visual narrative that increase engagement, yield and community impact.
To achieve this, we need to be thinking about CGIs from a project’s inception. Our CGI team work hand-in-hand with our strategy and creative team from project kick-off, contributing to the brand strategy as it’s developed, and considering how CGI can be used to bring the story to life. This ensures a more integrated and meaningful solution.
The impact of differentiation can be seen on our recent work with Frasers Property for Wonderland in Sydney’s Central Park. Inspired by the novel Alice’s Adventures in Wonderland, the CGIs brought the story to life – characters and all, and placed them in a modern context. By adding emotion into the imagery, it resonated on a very human level, and helped amount 17,000 ROIs prior to launch, and $140 million worth of sales at launch time.
Our recent work with Defence Housing Australia (DHA) for their Arkadia development in Alexandria also took a different approach. Instead of simply showing interiors and indicative architecture, the CGIs illustrate how people will use the diverse range of spaces in Arkadia. Double-sided CGIs demonstrate how the benefits of the development’s sustainable architecture translate into everyday life. They embrace the authentic, human aspect that Arkadia offers to speak directly to the target market, who are seeking a real community with deeper connectivity.
CGIs are an integral part of any campaign. Early consideration provides the opportunity for real differentiation, market cut-through and ultimately supports the commercial success of a project.