By Rishi Chandiramani, Head of Sales, BigHappy
1. What makes people notice and remember an ad, and where can 3D and CGI make a difference?
Think about the content people consume every day. There’s motion. There’s depth. There’s always something happening that gives you a reason to keep watching.
Advertising is competing for that same attention. And a flat product shot is easy to walk past, or scroll past, especially when everything around it looks the same.
That’s where 3D and CGI come in. They give us more ways to make the product interesting. Take a beverage: we can show condensation on the bottle, liquid splashing, the product moving toward you. Now you’re not just seeing a drink, you can sense how refreshing it would be.
What matters is what someone walks away with. The creative should help them understand the product or feel something about it. Because when it does, the brand has a much better shot at being remembered when that person is actually ready to buy.
2. How can brands carry one idea across mobile and digital out-of-home while making the most of each screen?
I’d start with what we want someone to remember, then think about what each screen can contribute. DOOH can make a strong visual impression, while mobile can give someone more to explore and an easy next step.
For one beverage campaign, we built coordinated 3D ads using the same products, colors and animated details across both channels. The DOOH creative brought the bottles to life in and around retail locations. On mobile, someone could tap the banner, open a full-screen experience and find a nearby store carrying the product.
That connection matters. You’re helping someone recognize the product across different settings, then making it easier for them to do something with that interest. It’s not about running two separate ads. It’s about both screens working toward the same goal.
3. Are brands overlooking these channels by reserving their strongest creative ideas for television?
In a lot of cases, yes,, especially when mobile and DOOH enter the conversation after the main creative decisions have already been made. If the starting point is a finished TV commercial, you’re working backward to figure out how it fits everywhere else.
There’s a lot you can do when you consider these screens earlier. DOOH can make a product feel larger than life. A mobile ad can let someone explore a room, look more closely at a product or find a store. Those possibilities can influence the idea itself.
I’d give the creative team room to explore them before the campaign is locked. You still need a strong central story, but each screen gives you a different way to help people experience it.
4. How can weather, location and time of day shape more relevant creative without losing the central brand message?
Start with what’s happening in someone’s day and how the product fits into it. Weather, location and time can help us adjust the creative as those circumstances change, even hour by hour.
One possibility we’re interested in exploring is using weather predictions to help people plan ahead. If rain is forecast for later that afternoon, a food delivery ad could encourage someone to think about ordering dinner before the weather turns. Location would determine where that message makes sense, and timing would help us reach people while they’re still making plans. We’d need to work through how to integrate those predictions, but that’s the kind of practical application that interests us.
The central brand message should stay consistent. For a delivery service, that might be convenience. The weather gives us a specific reason why that convenience matters today. You keep the brand recognizable while making the ad more useful in the moment.
5. How can partnerships that combine creative production, technology and media help brands execute ideas they might otherwise rule out?
A brand needs confidence that an idea can actually be built, delivered on the right screens and launched on time. When the people making the creative work closely with the people responsible for delivery, those questions can get answered earlier.
For one furniture retailer, we took existing room renders and brand assets and built an interactive mobile showroom. Someone could tap a banner, enter a 360-degree living room and look around by tilting their phone. They could then tap a sofa or lamp to see product details and follow a link to buy it.
There was a lot going on in that experience, including lighting effects and a crackling fireplace. And the team built it in 10 days, with one round of minor edits.
I call that out because there’s a perception that this kind of work is complicated or slow. But when you’re working with the right partner, that complexity gets handled, so the brand can focus on the idea, not the logistics.
That’s what a partner should bring to the table: a clear explanation of how the idea will work, proof from previous campaigns and give the client a clear basis for deciding whether to move forward.
6. Where can AI reduce repetitive work, simplify trafficking and improve campaign operations so people have more time to create?
I’d start with what happens after the creative team has made the ad. There’s still a lot of work required to get it live, from entering campaign details and organizing assets to generating tags and trafficking across platforms. Teams often repeat the same steps in different systems or wait for information to move between departments.
AI and automation can help connect those workflows, reduce duplicate data entry and simplify trafficking for the creative people have already built. That includes compressing files for delivery while preserving the quality of the original work.
But to be clear, people still own the ideas. They make the creative decisions, and they oversee the campaign. AI just clears the path, so they have more time for the part that actually matters: creating.
