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AwardedWHY.CGI® — CGI, 3D animation, mixed reality and AI video studio for brands
Millions of views.
On purpose.
Scroll-stopping video for brands — mixed reality, UGC and full CGI, cut for the feed.
View our work
Project showcase
Selected work.(5)
Five films the studio hosts itself — the rest of the library lives on Vimeo.
24—26®Our services
What we make.(4)
Four ways into the same craft — pick the one your campaign needs.
CPH · WORLDWIDE
01
Mixed Reality
Real-world video with computer-generated imagery composited into it, so the virtual element reads as part of the street. Built for product launches and viral activations.
02
Full CGI
Every frame built and rendered from scratch — product, set, light and camera — when the shot cannot be filmed, or should not have to be.
03
Immersive 3D
DOOH and naked-eye 3D: anamorphic content built for the exact screen it plays on, so the object seems to step out of the billboard in front of a crowd.
04
AI
Generative models inside the pipeline, not instead of it — concepting, variants and volume, finished to the same standard as everything else here.
Our process
From brief to every crop.
Four stages, and the expensive decisions all happen in the first two.
HOW WE WORKThe studio
Frame-level obsession.
We work with the brands whose campaigns get screenshotted — Coca-Cola, Mercedes-Benz, Meta, Puma, adidas, SKIMS — and the reason is always the same frame-level obsession: light that behaves, materials that hold up at full screen, and a cut that earns the second watch.
Brief usTo make the films people stop for. The shot that gets screenshotted, sent and copied, for every brand that wants to be seen.
Journal
Ideas, tools & the work.
Notes from the studio on CGI, mixed reality and where the feed is going.
ALL POSTS →
How to choose a CGI studio (and what to ask before you sign)Every CGI studio's reel looks good at reel speed. Here is how to tell which one will actually deliver your product film: the questions to ask, the files to request, the red flags, and what a fair quote should contain.
What is FOOH? Mixed reality CGI, explained for brandsFOOH, fake out of home, is the format where a giant product appears on a real street and nobody can tell it was never there. How it is made, why it travels, what it costs compared with a real installation, and when not to use it.
AI UGC vs real UGC: what brands should actually buy in 2026Generated creators are cheaper, faster and available in every language. Real creators are trusted. Here is how we decide which to use for a campaign, where CGI fits in the middle, and how to label AI content without killing performance.
Questions
Asked a lot.
What is WHY.CGI?
WHY.CGI is a CGI studio making video for brands: full CGI product films, mixed reality (FOOH) activations, 3D DOOH billboard content, AI video and UGC-style content. The team works from Copenhagen, Singapore and Los Angeles for clients including Coca-Cola, Mercedes-Benz, Meta, Puma, Maybelline, Jacquemus and SKIMS.
What is the difference between full CGI and mixed reality?
Full CGI means nothing is filmed: product, set, light and camera are all built in 3D and rendered. Mixed reality, also called FOOH, composites a CGI object into real footage so it looks like it happened on a real street. Both are built by the same team; the brief decides which one the idea needs.
Do you use AI?
Yes, deliberately and labelled. Generative AI is used for concepting, variants, volume and, on some projects, the finished film. Every film in the library carries an AI flag, and everything made without it is stamped 'no AI used'.
How long does a project take?
A single social film is typically one to three weeks from approved concept to masters. Broadcast spots, multi-market campaigns and 3D DOOH buys take longer because approvals and screen specs sit on the critical path. The expensive decisions happen in the first week, during previz.
How do we start?
Book a call from the Contact button or send a brief. We reply within one working day with questions, references and a first sense of scope.