Melville ad agency goes 3-D online for client

At first glance, it may seem that James Cameron, the writer and director of the megahit film "Avatar," and Ernie Canadeo, president of EGC Group Inc., the Melville-based advertising and marketing firm, have little in common.

But look again - and look using 3-D glasses.

"Avatar" was said to be a hit, in part, because it brought about a revival of 3-D. Canadeo and EGC's managing partner, Nicole Larrauri, have made some history, too: EGC says it has become one of the first firms in the country to make an ad using 3-D technology.

EGC's ad was for Brother International, a Bridgewater, N.J.-based maker of home appliances, including embroidery equipment.

"There were a lot of competitors [to Brother International] that launched [embroidery] models at the same time," Larrauri said. "Our intention was to cut through the clutter and gain consumer interest." Through an online campaign, 6,000 people signed up to see the 3-D ad, Larrauri said. EGC mailed 3-D glasses to potential customers and retailers.

Canadeo said EGC did the creative work on the ad and contracted with a Nashville production company for the technical side.

3-D promises to grow tremendously, Larrauri said. "We started talking about 3-D with production companies in January, and only a few had worked in 3-D before," she said. "Now more than a few work in 3-D."

The EGC ad was made only for the Internet. See

it at brother-usa.com/next

dimension. Make sure you have your 3-D glasses.