Uporaba 3D animacije v oglaševanju

Grm, Jakob (author), Iskra, Andrej (mentor)

V diplomskem delu je bila obravnavana uporaba 3D produktne animacije v oglaševanju ter njena učinkovitost v primerjavi s tradicionalnim snemanjem. Namen raziskave je bil ugotoviti, ali 3D animacija omogoča večjo kreativno svobodo in učinkovitejšo vizualno komunikacijo. Teoretični del predstavlja osnovne pojme oglaševanja, vizualne komunikacije in 3D animacije. Predstavljen je bil celotni delokrog animacije in njegove glavne faze, s poudarkom na vlogi 3D animacije v sodobnem digitalnem oglaševanju. Eksperimentalni del vključuje izdelavo 3D animiranega oglasa za mobilni telefon. Tridimenzionalni model izdelka, pripravljen z materiali, osvetlitvijo in animacijo, je bil ustvarjen v programu Blender, montaža pa je bila izvedena v programu DaVinci Resolve. Proces je zajemal faze modeliranja, senčenja, postavitve scen, animiranja ter končnega upodabljanja. Poleg vizualnega dela je bila s pomočjo orodja za umetno inteligenco Suno AI ustvarjena tudi glasbena podlaga. Z rezultati diplomske naloge smo dokazali, da 3D animacija omogoča visoko stopnjo prilagodljivosti, prikaz izdelka iz različnih zornih kotov ter vizualizacijo elementov, ki jih s tradicionalnim snemanjem težje prikažemo. Kljub temu je potrebno upoštevati, da je proces izdelave 3D animacije tehnično zahtevnejši v primerjavi s tradicionalnim snemanjem. Na podlagi izvedenega dela je bila potrjena postavljena hipoteza, saj 3D animacija predstavlja učinkovit način predstavitve izdelkov v oglaševanju in omogoča večjo kreativno svobodo ter učinkovitejšo vizualno komunikacijo v primerjavi s tradicionalnim snemanjem.

• Language: Slovenian
• Keywords: 3D animacija, produktna animacija, oglaševanje, vizualna komunikacija, Blender
• Work type: Bachelor thesis/paper
• Organization: NTF - Faculty of Natural Sciences and Engineering
• Year: 2026
• PID: 20.500.12556/RUL-183763
• Publication date in RUL: 18.06.2026

Secondary language

• Language: English
• Title: Application of 3D animation in advertising

Abstract

This thesis examined the use of 3D product animation in advertising and its effectiveness compared to traditional filming. The purpose of the research was to determine whether 3D animation enables greater creative freedom and more effective visual communication. The theoretical part presents the basic concepts of advertising, visual communication and 3D animation. The complete animation pipeline and its main phases were presented, with an emphasis on the role of 3D animation in the modern digital advertising environment. The experimental part involves the production of a 3D animated advertisement for a mobile phone. The three-dimensional product model, prepared with materials, lighting and animation, was created in Blender, while the editing was carried out in DaVinci Resolve. The process encompassed the phases of modelling, shading, scene setup, animation and final rendering. In addition to the visual component, a musical soundtrack was also created using the Suno AI artificial intelligence tool. The results of the thesis demonstrated that 3D animation enables a high degree of flexibility, the display of a product from various angles, and the visualisation of elements that are more difficult to achieve through traditional filming. Nevertheless, it should be noted that the 3D animation production process is technically more demanding compared to traditional filming. Based on the work carried out, the proposed hypothesis was confirmed, as 3D animation represents an effective method of presenting products in advertising and enables greater creative freedom and more effective visual communication compared to traditional filming.

• Keywords: 3D animation, product animation, advertising, visual communication, Blender