A good product CGI brief gives the studio enough information to make useful images and animation without guessing about the product, the campaign or what counts as an approved result. It does not need to be long. It needs to answer a few practical questions before production starts.
Use this checklist to prepare a clear brief for a product CGI project.
1. Say what the visuals need to achieve
Start with the purpose of the work. Are the visuals for a product launch, an online listing, a sales presentation, an investor pitch or a campaign? Explain who will see them and what you want that audience to understand about the product.
This helps determine the right views and level of detail. A clean hero render, a close-up feature image and a product animation each solve different communication needs.
2. Share the product files and explain what is approved
Send the best source material available: engineering CAD, a 3D model, drawings, dimensions, photographs or sketches. If the design is still changing, mark which parts are confirmed and which may change. That prevents a concept detail from being mistaken for a final specification.
For CAD-specific preparation advice, see how to prepare CAD files for CGI product visualisation and the CAD-to-CGI workflow.
3. List the details that must be shown accurately
Call out the features that matter: materials, finishes, controls, connectors, packaging, logos, screen graphics or moving parts. Reference the relevant drawing or file where possible. If the product has a distinctive feature, explain why it matters so the camera and lighting can give it enough attention.
4. Make a deliverables list
List each output and where it will be used. For example: a main product image, front and rear views, feature close-ups, lifestyle visuals, colour variants, a short animation or a longer launch film. Add any required dimensions, aspect ratios, video length, resolution and file formats you already know.
For animation, describe the story or features to cover, not just the running time. This guide to planning a 3D product animation explains the shots and deliverables to consider.
5. Include every product variant
List the colours, finishes, sizes or configurations that need to appear. Say whether each variant needs the full image set or only selected views. Planning variants early can help keep the renders consistent and avoid having to rebuild the scope later.
6. Add visual references and brand guidance
Include brand guidelines, logos, packaging artwork and examples of imagery you like. References can show the intended mood, background, lighting or camera style. Also point out anything to avoid. A reference is guidance for the look; it should not replace the product drawings or confirmed specifications.
7. Agree the deadline and approval process
Give the campaign date, any review milestones and the people who will approve the work. Identify who checks product accuracy and who signs off the visual direction. If a decision depends on a sample, material specification or screen artwork, include when that information will be available.
A product CGI brief template
- Product and audience: What is being shown, and who needs to understand it?
- Purpose and placements: Where will the visuals appear, and what should they communicate?
- Source files: Which CAD, drawings, photos, artwork and specifications are available?
- Required outputs: Which stills, variants, animations, formats and sizes are needed?
- Accuracy and approvals: What is final, who reviews it, and when is sign-off required?
A real example: one brief, stills and animation
For the Evercade EXP, 3DA worked from CAD to create product stills and a two-minute launch animation. The brief needed the handheld device’s materials and screen to read clearly, and the visual set also included a limited-edition black variant. See the Evercade EXP consumer electronics CGI case study.
A clear scope makes it easier to plan how one CGI asset can support more than one marketing output. It also gives the client and studio a shared reference for reviews.
Ready to discuss a product CGI project?
You do not need every detail finalised before asking for an estimate. Share your product files or references, the main purpose, the assets you have in mind and your timing. Contact 3DA to discuss your brief.