Advertising in general is a very competitive area. Quite often we can become entranced by production techniques that appear to a client as a substantiative "point of difference", when in fact "gimmick" may be a more accurate description. Having said this, many advanced techniques (when applied judiciously) will positively contribute to the production. A particular favourite of mine is the use of 3D graphics.

The potential for application of this style of design is unlimited. An entire production may even be created with this style of graphics. However, more commonly it is used to add a bit of zip to the appearance of a logo.

This is also a good example of how we can maximise benefit for a client if they are involved in other media as part of a campaign. From a creative standpoint we can ensure the creative integrity of a campaign is maintained. From a production angle we are able to use a properly created logo (for print work) to produce the 3D version.

For instance when we worked on the campaign for The Brewery (a new Micro Brewery in Townsville), a logo was created on a Macintosh. This design was applied to the fit out in a variety of locations. The use of stainless steel was quite prevalent throughout the establishment - a significant part of the overall look. When we came to produce the commercial we naturally proceeded with the same look in mind. Therefore we took the logo into a 3D application, extruded it into a 3D shape, and produced a "texture mapped" surface that looks just like brushed stainless steel. Even the lighting of the 3D scene reflected the blue neon used throughout the establishment.

In general it sounds like a lot of work for something that only appears for a couple of seconds. However, I think the impact more than justifies the effort and expense.