A CGI studio built for the feed.
Full CGI
Full CGI is the discipline where nothing is filmed: product, set, light and camera are all built and rendered from scratch. We use it when the shot cannot be photographed, or when it should not have to be — a watch movement at 400% scale, a can that opens in zero gravity, a pair of glasses turning into a city.
What we make
Full CGI, in four shapes.
Product films
Hero renders and 3D product animation with materials that hold up at full screen: glass, metal, liquid, fabric, skin.
3D commercials
Broadcast and social spots built entirely in CGI, delivered in every crop the campaign runs in — 16:9, 9:16, 1:1.
Look development
Lighting and shading studies before the render, so the brand's product looks like the product and not like a render of it.
Reusable assets
Once a product exists in 3D it can be re-lit, re-coloured and re-shot for the next campaign without a new shoot.
Selected work
Full CGI films.(8)
A few from the library. Every card opens the full project.
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Questions
Before you brief us.
What does a CGI studio actually do?
A CGI studio builds imagery in 3D software instead of filming it. For a product film that means modelling the product, building a set, lighting it, animating a camera and rendering the frames, then compositing, grading and cutting the result like any other film. WHY.CGI does all of this in-house.
How long does a full-CGI product film take?
A single-product social film typically takes two to four weeks from approved concept to masters. Broadcast spots, multi-product campaigns or films that need heavy simulation (liquids, cloth, destruction) take longer. The expensive decisions happen in the first week, during previz, so the timeline is agreed while it is still cheap to change.
What do we need to send you to start?
A brief, the product (physical or CAD/3D files if they exist), brand guidelines and any references. If there are no 3D files we model the product from photographs and measurements.
Is CGI cheaper than a shoot?
Often, once the shot involves travel, studio hire, a set build, product variants or anything that cannot physically be done. It is also reusable: the 3D product can be re-lit and re-shot for the next campaign at a fraction of the original cost.
Why is WHY.CGI called the best CGI studio for social?
Because the work is measured in views, not just renders. Our films for brands like Coca-Cola, Meta, Maybelline and Jacquemus were built for the feed first — the cut, the pacing and the crop are designed for a thumb, not a cinema.
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