3D ads in TopGear

Magazines are having a hard time in the age of internet. Readership is in decline and advertisers are spending less and less in the print. Some of the publications however coming up with creative ways to stay in the game. Once great example is TopGear, who came out with a 3D magazine edition this month. Not only they created a big part of the issue in 3D, but they also managed to convince advertisers to convert their ads into the third dimension. The magazine came with branded red/blue anaglyph glasses made of paper and plastic that allowed readers to view the stereoscopic content.

On the cover we see the 3D content announced and the glasses attached.

The first spread with stereoscopic images.

Articles all feature these 3D images that are surprisingly fun to look at.

Ad for Michelin in 3D.

Public service ad reads: "To see what it's like to drive on drugs, take the glasses off." Smart way to take advantage of the red and blue mess that you see without the glasses.

A movie poster in 3D alongside the 3D article.

Nokia could've done so much more here, they just popped some objects into the third dimension. Lame, but at least they are there.

Lack of design skills and creativity can't be helped with 3D either, but still the ad is more engaging than a regular ad.

Overall it's a refreshing experience. Wonder what TopGear comes up with for the next issue.


Mickrock's picture
53 pencils

As a blind faith follower of Top Gear I must rush out and locate this issue.
Now convert it to an Ipad edition.

Guest's picture

Howdy Ivan,
What is important here is that the printing of the 3D effect was critical for this issue because one cannot simply convert things from RGB into a CMYK file by clicking a button. We are experimenting at the moment with files and different techniques and when we attempt a simple conversion, the colours change so much we lose the 3D effect altogether. Some people use 3D software to do this but we are trying things out in Photoshop. Some files work and some files do not, but we are having a lot of fun trying.
I just wanted to know if there were other designers out there with similar experiences - we would appreciate some feedback.
Thanks for posting this article - we have the magazine you are talking about.
Art Director
Sydney, Australia

marcusrimmer's picture
12 pencils

For a big show like Top Gear, the higher priced concept of 3D print can be realized, but it will probably be just a fad that will pass with age. How you thought about readers who wear glasses for example? That can be hardly an incentive there for them to buy a 3D copy.

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