Larger-than-life products: How dramatic brand staging with CGI creates new relevance in marketing.

Amid interchangeable ads and generic campaigns, a creative strategy has been making waves for some time: brands are deliberately presenting their messages in an exaggerated way—through spectacular images, strong emotions, or heightened storytelling. Products appear larger than life, sometimes quite literally.
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Whether it’s a Dyson hairdryer transformed into a hot air balloon, a Cafesify phone case falling out of its own advertisement, or gigantic Jacquemus bags serving as taxis on the streets of Paris, brands rely on visual dramatization to stand out in the flood of information. This is made possible by modern CGI technologies, which make impressive images look strikingly real—without physical sets or high production costs. The line between advertising, design, and art blurs, creating both impact and recognition.
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Kasra Mani, Art Director & 3D Motion Designer at amce studios GmbH, explains:

“Creating a visual effects shot requires time, problem-solving skills, and a lot of optimism, as many things can go wrong along the way. But if everything works out, the result is worth watching. A simple breakdown of a video like this would start with tracking the motion of the real camera to recreate its path virtually. Next, you insert your 3D elements into the scene and match the lighting and shading to ensure they blend seamlessly with the live footage. Finally, what truly sells the effect is strong, well-executed sound editing.”
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Why visual exaggeration works
Dramatized representations trigger strong reactions—whether amazement, laughter, or curiosity. Products staged this way appear more iconic. They gain more prominence, more significance, and most importantly, they stay in people’s minds. On social media, such campaigns often achieve particularly high reach because they encourage sharing, commenting, and discussion. Successful campaigns of this kind always remain closely tied to the brand, the product promise, and a clear concept. A giant handbag only works if it fits the brand world.
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Suitable industries
This form of staging works particularly well in sectors that communicate heavily through emotion, style, or innovation—such as fashion, beauty, tech, mobility, or food. But even in B2B, a deliberate break from conventional representation can attract new attention. What matters is that visual impact is always linked to a clear and relevant message.
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Perspective from amce studios
As a creative marketing agency, we develop campaigns that are not only seen but experienced. CGI-based staging is a strategic tool for us in guerrilla marketing. We use it to create visual experiences that immediately capture our audience’s attention. The combination of strikingly realistic visualization and surprising storytelling allows us to show products in ways they’ve never been seen before.

It’s precisely these moments that break the mold that are needed in times of digital oversaturation, because they are what make a brand memorable.

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