Delivering Catalog-Ready CGI for a Time-Sensitive Launch
A new watch company with exciting branding was planning the launch of a unique, limited-edition timepiece for super-niche connoisseurs. But there was a problem: they didn’t have any prototypes available. So our client Carlos Estrada needed 100% accurate CGI images for a critical online pre-order launch. The bar was high.
The challenge: achieving mechanical perfection under pressure
The first big hurdle here was to develop the intricate Japanese Seiko NH70 skeleton movement from scratch. Indeed, there wasn’t even a 3D model to go off of. Then, it got even more complicated. We knew our target audience was made almost entirely of highly discerning collectors. Needless to say, such customers would scrutinize every detail. They just wouldn’t buy if they thought the CGI art looked, well, like CGI art and just that. And to top it all off, we had a tight mid-January 2024 deadline, made even shorter in reality by the holiday season. Simply put, we had no margin for error. We thus needed a structured and highly responsive approach to deliver on time and get those images right.
The process: a collaborative and iterative journey
For product visualizations this complex, you can’t go any other way than thoroughly. Thoroughly and communicating every step of the way. The project began with a long consultation, followed by an iterative design process producing six different versions. Sounds easy, but we collaborated on every micro-detail. Think edge sharpness, or confronting discrepancies by asking whether to follow numerical dimensions or visual references wherever they conflicted. Our team also responded to a last-minute client request to remodel a key movement component just before delivery.
The outcome: delivering on a high-stakes launch
The project’s success was easy to measure. First off, we delivered on time and met the client’s uncompromising standards for the timepiece’s mechanical accuracy. In fact, we’d like to brag about the number of exclamation marks our client Carlos Estrada put in his “Perfect, thank you!” message (five, to be precise). And of course, these CGI assets enabled the successful launch of the brand’s website and pre-order campaign as planned. That got us a great client review. At the end of the day, we’re happiest when we empower a new brand to launch with confidence to a highly perceptive market.
The Digital Timepiece: Final Renders
Take a look at these renders and see for yourself. From the skeleton movement to lighting and textures, this beautiful watch is ready to go and impress those niche connoisseurs.
Podcast: Lessons in digital craftsmanship
For brands targeting niche connoisseurs, this project proves that meticulous CGI is far more than a cheaper, faster solution. It’s a top-notch investment in brand credibility. Professional collaboration, technical expertise, and frequent communication turned the final digital product into a perfect replica of the client’s vision.
