How a CGI project works: from CAD files to product visualization and campaign assets.

Before the project starts: what to prepare

A CGI project runs best when the starting point is clean. The most common source of delays is not the 3D work itself, but missing input, open decisions or late approvals. Three things accelerate almost every project significantly:

• Product data. CAD files such as STEP, OBJ, FBX or IGES are ideal. If no CAD exists, high-resolution reference photos from multiple angles, technical drawings and accurate dimensions already help a lot. The better the input, the more accurate the model.
• Visual references. Moodboards, existing campaign imagery, brand guidelines or competitor visuals help define the intended image language. Two or three strong references are often enough to align on direction.
• Clear deliverables. Which images, formats, aspect ratios and platforms are actually needed? A defined shot list saves time later and reduces unnecessary revision loops.

Phase 1: Briefing and alignment

The briefing defines what the CGI project is actually supposed to achieve. It is not just about needing a few product renders. It is about usage. Are the visuals meant for packshots, campaign assets, motion or all of the above? Which platforms do they need to serve? What image style is expected and how tight is the timeline?

A good brief prevents most downstream issues. The clearer the expectations are at the beginning, the faster production can move. Vague statements like “make it look premium” almost always create more revisions than a clear shot list and a few strong references.

Phase 2: 3D modeling

In this phase, the product is prepared or rebuilt for rendering and animation. If CAD files are available, they are cleaned and optimized for visualization. Technical files are often not render-ready and may contain unnecessary geometry, open surfaces or construction artefacts that need to be corrected first.

If no CAD exists, the product is reconstructed from reference photos, drawings and dimensions. The required level of detail always depends on the intended shots. A product for a wide scene needs less geometry than a hero shot or close-up where logos, material edges and surface details become visible.

Typical timeline: 2 to 5 days, depending on product complexity, file quality and shot requirements.

Phase 3: Look development

Look development is the step where a product becomes visually convincing rather than just geometrically correct. This is where materials, reflections, roughness, translucency, coatings and all the small details are defined that make glass, plastic, metal or paperboard feel believable.

In product visualization, lookdev is often the difference between a render that feels premium and one that feels generic. The goal is not realism in the abstract. The goal is a controlled, brand-appropriate material language that behaves the way the real product should behave in front of a camera.

Typical timeline: 1 to 3 days, depending on material complexity and product type.

Phase 4: Lighting and staging

Lighting is one of the most important parts of any CGI project. Even a well-modeled product can look wrong if the light is wrong. In this phase, the light character, contrast, reflections and shadows are built in a way that makes the product feel photographic while still fitting the intended brand world.

If the output goes beyond clean packshots and includes staged scenes or campaign visuals, this phase also covers set design. That includes surfaces, backgrounds, props and supporting elements that give the product context without distracting from it.

Phase 5: Camera and composition

Camera angle, focal length, framing and depth of field determine how the product is perceived. At this stage, the shot list becomes concrete. For still imagery, that mainly means composition. For motion projects, it also includes camera movement, timing and transitions.

In premium product CGI, the camera is never just a technical setting. It is part of the visual language. The same product can feel clinical, luxurious, technical or emotional depending on camera and light alone.

Phase 6: Preview renders and feedback

Before final renders are produced, preview renders are created at reduced resolution. They are fast enough for clear review and detailed enough to judge light, materials, perspective and image hierarchy. This is where the most important corrections happen.

For a CGI project to stay efficient, feedback should be as specific and consolidated as possible. Comments like “the reflection on the cap feels too sharp” or “this angle works better for social than for the website” move the work forward. Vague feedback almost always slows the project down.

Standard projects usually include two rounds of revision. The cleaner this phase is handled, the more stable the final production becomes.

Phase 7: Final delivery

Once approved, the final renders are delivered in the agreed resolution and format. Typical outputs include 4K files for web, campaign and print, plus additional aspect ratios for social media, e-commerce or paid placements.

For motion projects, delivery includes the final video files in the agreed format and codec, and where needed, additional cuts for specific platforms. Open 3D scene files are usually not part of standard delivery, but can be licensed separately if needed.

What a clean CGI project looks like

The strongest results usually come from the same conditions: input arrives early and completely, the brief is specific, feedback is consolidated and decisions do not pass through too many layers before they reach production. Under those conditions, product visualization can move quickly and cleanly.

Depending on scope, straightforward packshots can often be completed within 7 to 10 working days. More complex scenes, campaign visuals or motion pieces need more alignment and production time. The key variable is not just the 3D work itself, but how clearly the project is run on both sides.