Advertising Mockups – What They Are and Why They Are Making a Comeback?

In a world overloaded with visual messages, traditional advertising is becoming less effective. The answer to the need to capture the audience’s attention in a new way is advertising mockups – large, three-dimensional forms that can stop the eye and evoke emotion. Although often associated with museums or education, mockups are increasingly appearing in promotional campaigns, urban spaces, retail and culture.

What is an advertising mockup?

An advertising mockup is a three-dimensional model – most often at 1:1 scale or enlarged – representing a product, character, landscape element, set design or idea. It can be realistic or stylized, static or interactive. Its basic function is to visualize and present advertising content in an attractive, spatial format.

Applications of mockups in advertising

• Product promotion – enlarged models of packaging, cosmetics, devices, etc.
• Seasonal decorations – holiday, summer, Halloween elements tailored to the event theme.
• Event installations – trade show sets, interactive zones, photo spots.
• Elements of public space – e.g., mockups in social, ecological or urban campaigns.
• Educational and cultural mockups – used in museums, galleries and science centers to illustrate complex phenomena.

Advertising mockups in gastronomy

Three-dimensional mockups have enormous potential in the food industry – both as a form of visual advertising and as an attractive décor for interiors or shop windows. They are often used by:

• Fast food outlets and food trucks – oversized fries, burgers, drink cups or branded mascots become recognizable landmarks that draw customers.
• Ice cream parlors and patisseries – giant ice creams, waffles, cupcakes or doughnuts can decorate both the façade and the interior, attracting families and tourists.
• Cafés and bakeries – stylized figures of coffee beans, cups, barista characters or retro elements fit perfectly with aesthetic interiors and seasonal campaigns.
• Themed restaurants – figures referring to the cuisine theme (e.g., sushi, pizza, tacos) help build a coherent atmosphere and identity.

Besides their decorative function, these figures often become photo backdrops, thus generating organic promotion of the venue on social media.

Types of advertising mockups

• Scale – from small models to huge installations over 3 meters tall.
• Material – commonly foam board, foam, laminates, resins, 3D-printed elements.
• Level of detail – from simple geometric shapes to highly realistic replicas.
• Function – static, functional (e.g., with integrated lighting) or interactive.

Why are mockups growing in popularity?

• Physical experience – people can approach, touch, and photograph them.
• Emotion and memorability – a mockup engages more senses than a graphic or video.
• Presence in the environment – it becomes part of the surroundings, influencing the atmosphere.
• “Instagram effect” – a well-designed mockup becomes a photo backdrop that people share.

History and future of advertising mockups

Mockups have a long history – originally used in architecture, the military and education. They have been used in advertising for decades, but their modern form, combining craft, technology and design, opens up entirely new possibilities.

As the importance of experiential and immersive marketing grows, mockups become a key tool for building brand presence in the physical world.

Summary

Advertising mockups are not a fleeting trend, but a lasting return to spatial communication. They combine art, technology and marketing strategy. More and more brands use them not only to “make an impression,” but to genuinely engage audiences in a world full of stimuli.