The person in IKEA’s latest ad is a hyper-realistic CGI model

Oct 5, 2020

Dunja Djudjic

Dunja Djudjic is a multi-talented artist based in Novi Sad, Serbia. With 15 years of experience as a photographer, she specializes in capturing the beauty of nature, travel, and fine art. In addition to her photography, Dunja also expresses her creativity through writing, embroidery, and jewelry making.

The person in IKEA’s latest ad is a hyper-realistic CGI model

Oct 5, 2020

Dunja Djudjic

Dunja Djudjic is a multi-talented artist based in Novi Sad, Serbia. With 15 years of experience as a photographer, she specializes in capturing the beauty of nature, travel, and fine art. In addition to her photography, Dunja also expresses her creativity through writing, embroidery, and jewelry making.

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We are already witnessing the change in the industry with CGI models taking over ads and campaigns. The latest ad from IKEA Japan is one of the examples, and it’s really interesting to watch. Instead of a human, IKEA used a computer-generated model to be a star of its ad, and I believe most of us couldn’t guess that it wasn’t a real person.

The ad features the famous CGI model Imma. You might have heard about her, and we wrote about her back in 2019. In the video above, you can see her doing all the stuff most of us do in our daily lives at home: cleaning up, exercising, hanging out with her pet, wasting her time on the phone…

The video is relatively long for an ad (two and a half minutes), but I found it really interesting to watch. It’s probably because I know it features a non-human doing stuff that are very human. And I guess I was searching for any sign of error or imperfection – but I couldn’t find one. Imma moves like a real human and looks like one, too. Although, there’s one thing about the looks that I’d like to note: she had flawless skin and perfect hair and makeup. How human that really is could be questioned… But that definitely is the look we’re used to seeing in ads, even when they feature real people. But I guess that’s a topic for some other time.

Do you find Imma to be realistic and totally human-like?

[via FStoppers]

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Dunja Djudjic

Dunja Djudjic

Dunja Djudjic is a multi-talented artist based in Novi Sad, Serbia. With 15 years of experience as a photographer, she specializes in capturing the beauty of nature, travel, and fine art. In addition to her photography, Dunja also expresses her creativity through writing, embroidery, and jewelry making.

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3 responses to “The person in IKEA’s latest ad is a hyper-realistic CGI model”

  1. Michael Estwik Avatar
    Michael Estwik

    Looks better than any CGI monstrosity in any DC movie…

  2. Hugh Dom Avatar
    Hugh Dom

    I’m impressed that the dog is obviously CGI too

  3. jakob aggernaes Avatar
    jakob aggernaes

    And her dog moves wrong too. Another fake.