It’s been a while since a marketing campaign genuinely made me do a double-take, but the latest promo for Federer: Twelve Final Days is a prime example of how to do CGI marketing right. With a little computer generated augmentation, the ingenious ad appeared to take over Tower Bridge, projecting Federer’s iconic tennis career in an inspiring, larger-than-life display.

As technology gets more advanced, we’re increasingly seeing more creative advertising examples popping up. It’s exciting to see marketing trends pushing beyond the boundaries of static billboard advertising, transforming ad campaigns into an immersive experience that exceeds our expectations.