Fashion commercials
An AI-created tennis-fashion film in Lacoste green and crisp white. From the locker room to the court, tennis balls, a country-club ride and a sharp serve build toward a larger-than-life Lacoste finale.
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Our process
Four stages, and the expensive decisions all happen in the first two.
HOW WE WORKThe studio
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
Notes from the studio on CGI, mixed reality and where the feed is going.
ALL POSTS →
The NYX giant inflatable duck: a real inflatable, a CGI landing and a QR codeHow we built a NYX campaign around a giant inflatable duck: a real inflatable on the street, a CGI film of it flown in by helicopter, and a QR code linking both.
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.
Questions
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.
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.
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'.
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.
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.
Confirmed
Brief received
Tell us a little about the project.
