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How Can Brands Utilise Unreal Engine for Advertisements?

Unreal Engine Brands - Immersive Studio

Unreal Engine, originally engineered for video game development, allows advertisers to use real-time game technology to create animated objects and environments that can be worked on and adapted in ‘real-time’.  This robust platform harnesses real-time game technology to animate objects and craft expansive environments that are both visually stunning and cost-effective, and allow you to move a product around just as you would if you were filming them in live action. As we delve into the capabilities of Unreal Engine, particularly its latest iteration, Unreal Engine 5, we uncover its potential to revolutionize the advertising world.

This blog aims to explore the myriad ways in which brands can leverage Unreal Engine to produce innovative and immersive advertisements. By transitioning from traditional methods to sophisticated real-time 3D animation, brands can not only capture the attention of their audience but also engage them in unique and compelling ways.

Join us as we navigate through the advantages, challenges, and practical applications of using Unreal Engine in advertising, providing insights into how this technology can be a game-changer for marketers and creatives alike.

Understanding Unreal Engine

What is Unreal Engine?

Unreal Engine, developed by Epic Games, is a powerful gaming engine renowned for its ability to quickly create photorealistic, complicated or even impossible environments, that can be manipulated in real-time. Initially designed for video game development, its application has vastly expanded over the years. Today, Unreal Engine is not only a staple in the gaming industry but also a pivotal tool in film, visual effects (VFX), and notably, advertising.

Capabilities of Unreal Engine

Unreal Engine’s most compelling feature is its real-time processing power. Unlike traditional rendering software that requires extended processing times, Unreal Engine allows for immediate visual feedback and adjustments. This real-time capability ensures that creative teams can experiment with and modify their visual content on the fly, greatly enhancing both efficiency and creativity.

Unreal Engine 5, its latest iteration, takes these capabilities further with improved graphics, enhanced lighting systems, and more realistic material processing. These advancements make it an ideal tool for creating intricate and immersive environments for advertising content that can engage viewers more deeply than ever before.

Practical Applications for Brands

Practical Applications for Brands​ - Immersive Studio

Unreal Engine’s versatility allows it to be adapted for a wide array of advertising applications. Below are some practical ways in which brands can utilise this powerful tool to create impactful advertising content.

Automotive Industry Applications

  • Virtual Showrooms and Product Showcases: Brands can use Unreal Engine to create highly detailed and interactive virtual showrooms that allow customers to explore vehicles in a dynamic 3D environment. These virtual showrooms offer a variety of customisable options, such as changing car colours, wheel designs, and viewing the car in different environments.

    This not only enhances the customer experience but also provides a flexible and cost-effective alternative to physical showrooms, broadening the reach and accessibility of new vehicle models.

  • Simulations of Car Interiors and Exteriors: Unreal Engine can produce incredibly realistic simulations of car interiors, dashboards, and exteriors, enabling brands to showcase the features and craftsmanship of vehicles before they are physically available. This approach helps in building anticipation and interest among potential buyers, offering them a detailed preview that aids in their purchasing decisions.

Simulations of Car Interiors and Exteriors - Immersive Studio

Event Graphics and Presentations

  • Large Format Live Event Graphics: Unreal Engine can be used to design captivating backdrops and immersive environments for live events, such as product launches or corporate presentations. These graphics can be dynamically changed in real-time, reacting to the event’s context or audience interactions. This adaptability enhances the audience’s engagement, making events more memorable and impactful.

CGI and 3D Animation - Immersive Studio

Product Visualisation

  • Visualising Yet-to-be-Built Products: For products that are in the conceptual or developmental stage, Unreal Engine allows brands to create lifelike 3D models and environments. This capability is particularly useful for industries like real estate or consumer electronics, where visualising the final product can significantly enhance marketing efforts and attract investor interest. It provides a tangible way for investors and customers to understand and see the potential of a product before it comes to market.

Visualising Yet-to-be-Built Products - Immersive Studio

Virtual Environments and Location Backdrops

  • Creating Virtual Environments for Film and Advertising Shoots: By utilising Unreal Engine, brands can create detailed and realistic backdrops for use in commercials and promotional films. This capability eliminates the need for costly location shoots, reducing travel and setup times, and allows for complete control over the environmental conditions. Brands can thus produce high-quality content more efficiently, ensuring that their advertising resonates strongly with target audiences.

URE Brand City Unreal City - Immersive Studio

An Immersive Studio Case Study

  • In-depth Example: Readers interested in seeing a detailed application of Unreal Engine can refer to the case study on creating hyper-realistic car cinematics. This example of Hyper Realistic Car Cinematics demonstrates how Unreal Engine, combined with 3ds Max, can be used to produce stunning visual content that rivals real-world cinematography.

For further information on the practical applications of Unreal Engine and to view some of Immersive Studio’s latest projects take a look at our Unreal Engine page.

Advantages of Using Unreal Engine in Advertising

Unreal Engine in Advertising - Immersive Studio

Unreal Engine offers numerous benefits for advertising. Here are some key advantages:

Real-Time Modifications

One of the standout features of Unreal Engine is its ability to make changes in real time. This capability allows creative teams to adjust lighting, weather conditions, or even the appearance of products instantaneously. Such flexibility is invaluable in advertising, where visual elements often need fine-tuning to align with the brand’s message or audience preferences. For example, an ad campaign could seamlessly shift the setting from day to night to highlight a product’s features under different conditions, providing a more thorough showcase.


Producing advertisements using more traditional methods such as live action, especially those involving intricate sets or distant locations, can be prohibitively expensive. Unreal Engine mitigates these costs by virtualising environments and scenarios. The creation of expansive and detailed virtual settings eliminates the need for physical set builds and reduces logistical expenses like travel and accommodation for crews. Moreover, the ability to reuse and adapt existing digital assets further drives down costs, making high-quality ad production accessible even for brands with more modest budgets.

Environmental Impact

Environmental consciousness is increasingly important in today’s market, and Unreal Engine helps reduce the carbon footprint associated with traditional advertising productions. By minimizing the need for on-location shoots, brands can cut down on travel and the associated emissions. Additionally, digital production eliminates the waste generated from constructing and dismantling physical sets, aligning brand messages with sustainability goals and appealing to eco-conscious consumers.

Speed of Production

Unreal Engine significantly accelerates the production timeline. Real-time rendering and the absence of lengthy post-processing phases mean that projects can move from concept to completion much faster than traditional methods allow. This speed enables advertisers to respond quickly to market trends and deploy timely campaigns, an essential factor in today’s fast-paced consumer environment.

These advantages make Unreal Engine a powerful tool in the arsenal of modern advertisers. It not only enhances creative possibilities but also offers practical solutions to budgetary and environmental concerns, all while delivering content faster than ever before.

Unreal Engine for Advertisements - Immersive Studio


Unreal Engine has proven itself to be a game-changer in the world of advertising. Its ability to create stunning, photorealistic 3D animations and environments in real-time offers a myriad of benefits, from cost savings and enhanced creative flexibility to reduced environmental impact and accelerated production timelines.

As the advertising landscape continues to evolve, embracing technologies like Unreal Engine can provide brands with a significant competitive advantage. By leveraging its capabilities, companies can not only produce more engaging and interactive advertisements but also respond swiftly to changing market dynamics and consumer preferences.

For brands looking to stay at the forefront of innovation and captivate audiences in new and exciting ways, Unreal Engine offers a powerful solution. Whether you’re exploring virtual product launches, interactive advertisements, or immersive promotional campaigns, Unreal Engine can elevate your advertising efforts to new heights.

 Contact us to discuss how we can help integrate Unreal Engine into your advertising strategy, ensuring that your brand not only keeps pace with industry advancements but also sets new standards in creative advertising.

Embrace the future of advertising with Unreal Engine and transform how your brand engages with the world. You can also drop us a message on FacebookLinkedIn, or Instagram.