Welcome to Otherlinks : How Do Retailers Use 3D Art?
If you’re a part of the thriving urban community like OtherLinks is, then you’ve most likely noticed 3D street artwork painted on public walls, tall buildings and public walkways. Anamorphosis, as both a modern form of art and as ancient drawings scribbled on cave walls, can be traced back to the earliest documented times in history.
The underlying purpose is the same, to convey a message that others can see and interact with. To this end, 3D street art is primarily created in public areas such as sidewalks, building walls, often hijacking third party advertisement and highway overpasses. Different methods are used to create street art; the most common involves painting, while others involve spreading stickers over surfaces.
A popular technique to create street art is with stencils, generally used to overwrite on existing image to convey an entirely different meaning. But as 3D art grows more popular every day, advertisement companies and retailers alike have realized that it can be used to grab their audience’s attention and make improved sales.
How 3D Art is Made
Making 3D art on the street isn’t exactly easy; for starters you need exceptionally good skills that are honed over the years. You also need an understanding of how the human brain works and the role of distance in 3D art. It is common for street artists to use grids to create a more stretched look that is critical to achieving the illusion.
Another method is the use of projectors placed at a certain height and distance, typically mimicking common passerby. An outline of the light image is then traced onto the camera to create the picture on the ground.
Brands Are Now Using 3D Street Art
Businesses are now using 3D street art to bring more attention to their products. The potential to increase sales and their popularity is simply unmatched, and when combined with traditional advertisement campaigns to put together a thought-provoking message for the viewer, you have an effective strategy to increase brand awareness.
3D art engages consumers in a friendly, natural way. It comes across as less capitalistic and allows you to bridge the gap that normally exists between consumers and corporations. Just don’t forget to add your company logo or product details, subtly so. The best part is when the potential customer engages with the drawing, pulls out their phone and shares it on social media, sharing their post with the right hash tags.
Thus starts an amazing brand strategy that can easily go viral.
Some of the most respected companies around the world use 3D street art for their marketing campaigns including Microsoft, Glaxo-Smith, SciFy Channel, Jaguar Land Rover and American Express. The underlying potential to appeal to the consumer is just too great to ignore.
It is common for brands to employ popular 3D street artists for the best results.
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