Comparison · Updated
CGI ads vs live-action shoots
Short answer: CGI ads are better for products, tech, cars and ideas that need impossible camera moves, perfect control or reuse across many formats and campaigns. Live-action is better when real people, emotion and real locations carry the story. A hybrid, with live footage plus CGI product shots, often gives the best of both.
| Factor | CGI / 3D ad | Live-action shoot |
|---|---|---|
| Physical product needed | No | Yes, plus spares |
| Crew, location, permits | None | Required |
| Camera freedom | Unlimited, including impossible moves | Limited by rigs and physics |
| Weather & reshoot risk | None | Real risk |
| Late changes | Re-render | Often a reshoot |
| Reuse for new campaigns | High, same scenes and assets | Low |
| Real people & emotion | Hard to do convincingly | Natural strength |
Which should you choose?
Choose
CGI
Product launches, tech and gadgets, automotive, beverages and cosmetics hero shots, faux-OOH and social ads that need a wow moment.
Choose
Live-action
Testimonials, people-led stories, real places and documentary-style brand films.
Choose
Hybrid
Real people on camera with CGI product inserts or effects added in post.
Why brands are moving budget to CGI
Social platforms reward attention-grabbing visuals, and CGI can deliver shots no camera can. It also removes the biggest risks of a shoot: samples, weather, locations and reshoots. And once the scene exists, new cut-downs, formats and seasonal variants are fast to produce.
When to keep the camera
If your story is about people, such as customers, founders or real reactions, filming them is still the most convincing option. Add CGI product shots in post to get a hybrid ad.
See THE ESCAPE for what full CGI looks like, or explore our 3D animation & CGI ads service.
Questions clients ask
How long does a CGI ad take compared with a shoot?
A 15–30 second CGI product ad typically takes 2–4 weeks with no dependency on samples, weather or locations. Live-action can be faster to film but slower overall once you include pre-production, logistics and reshoots.
What are "faux OOH" CGI ads?
Faux out-of-home ads are CGI videos where a product appears impossibly in a real city, such as giant products on buildings. They perform very well on social media and are only possible with CGI.