This commercial lighting CGI case study demonstrates how CAD data can be transformed into a high-quality product animation to showcase innovative design features before a product launch. The project involved creating a two-minute CGI animation highlighting the product’s functionality, design details and key innovations. Using engineering CAD files as the foundation, the product was developed into a photoreal digital asset suitable for premium marketing and product communication. The animation allowed the product features to be demonstrated clearly, providing an engaging way to communicate the design intent and technology behind the product.

When launching innovative products, communicating complex features and design benefits can be challenging through traditional photography alone. For this commercial lighting product, the goal was to create a visual experience that clearly explained: • The product design and functionality • Innovative features and engineering solutions • How different components work together • The benefits of the final design As the product was new and not yet available for photography, CGI provided the ability to create complete marketing visuals before physical production.

Using supplied CAD data, the product was prepared for a complete CGI workflow. The engineering model was refined and transformed into a photoreal digital asset, with realistic materials, lighting and camera movement developed to create a premium product animation. The two-minute CGI animation was designed to guide the viewer through the product, focusing on key features and demonstrating the innovation behind the design. The CGI approach allowed complete creative control over: • Product movement • Internal and external features • Camera angles • Lighting conditions • Exploded views and demonstrations • Marketing presentation style

Product animation is particularly effective for innovative products where functionality and design details need to be clearly communicated. For this project, animation was used to: • Highlight new design features • Demonstrate product functionality • Explain technical innovations • Create engaging launch content • Support sales and marketing presentations Unlike traditional product video, CGI animation allows every aspect of the product to be controlled and visualised, even before manufacturing is complete. You can view clips from the animation in the 3DA Showreel.

The project began with existing CAD files, allowing accurate product geometry to be maintained throughout production. The CAD-to-CGI process included: • CAD preparation and optimisation • Material development • Lighting and scene creation • Camera animation • Product feature visualisation • Final production rendering This workflow enables brands to create professional marketing content directly from their design data.

The final CGI assets are suitable for: • Product launch campaigns • Commercial presentations • Trade shows and exhibitions • Website marketing • Sales presentations • Social media content • Advertising campaigns

• Two-minute CGI product animation • Photoreal product visuals • CAD-based CGI development • Marketing-ready video content • Product feature demonstrations

Commercial Lighting & Product Design

Product Launch CGI Animation This project demonstrates how CGI can help innovative products communicate their design, functionality and benefits before physical manufacturing and photography are available.

CAD to CGI Product Launch CGI Start Your CGI Project

CGI product animation allows brands to showcase new designs, explain complex features and create launch-ready marketing content before a product reaches the market. From CAD files through to photoreal animation, 3DA helps businesses communicate innovation through premium CGI created for product launches, marketing and commercial applications.