Before starting: what the studio needs
A well-produced CGI project starts before opening any software. The quality of the final result depends heavily on the information the studio receives at the outset. The clearer the briefing, the fewer iterations during production and the closer the final result is to what the brand envisioned.
The minimum required to start a project is: the product or its technical files, the target channel, the launch date and a visual reference for the aesthetic direction the brand is looking for.
"A clear brief does not limit the studio's creativity — it amplifies it. The more context the team has, the better decisions it makes."
The production phases
Brief and project definition
The first step is understanding the project in full: what the product is, which channel it is being produced for, what the launch date is and what the brand wants to communicate. This phase also defines the scope — how many pieces, in which formats and at what level of complexity.
Art direction and references
The studio develops the visual proposal: palette, lighting, movement, atmosphere and narrative. It is presented as a moodboard or visual proposal that the brand approves before production begins. This step is critical — it is much easier and cheaper to change a direction at this stage than midway through production.
3D modelling
The 3D model of the product is built from the manufacturer's technical files (CAD, STEP, OBJ formats) or from high-resolution photographic references. Every detail — shapes, proportions, materials, finishes — is modelled precisely. For complex products, this is the most labour-intensive phase.
Materials and lighting
The photorealistic materials of the product are defined — textures, reflections, transparency, finishes — and the lighting environment is built. This process, known as shading and lighting, largely determines whether the final result looks real or not.
Animation (if applicable)
For video projects, cameras, the product and environmental elements are animated following the storyboard or sequence defined in the art direction phase. The animation is presented in low resolution (preview) for approval before the final render.
Render and compositing
Rendering is the process by which the computer calculates the final image with all the material, lighting and animation information. Depending on the complexity of the project, this can take anywhere from hours to days. Compositing adds the final colour, depth and atmosphere adjustments.
Revisions and final delivery
The final result is presented to the brand for review. Projects typically include one or two revision rounds before final delivery. Delivery includes all formats and resolutions required for each channel — social media, broadcast, e-commerce, print.
Have a project in mind? Tell us about the product, the channel and the launch date and we will prepare a proposal.
Get in touchReal timelines
The standard timeline for a complete CGI project — from briefing approval to final delivery — is 3 to 5 weeks. This can vary depending on the complexity of the product, the number of pieces and the revision cycles.
Urgent projects
For launches with very tight deadlines, it is possible to accelerate production by reorganising the workflow and prioritising resources. This carries an additional cost and requires the brand to be able to provide fast feedback at each stage. The best approach is to communicate the urgency from the first contact so we can assess whether it is feasible.
Planning ahead
The most efficient way to work with a CGI studio is to plan content 6–8 weeks ahead of the launch date. This allows the work to be done carefully, revisions to be completed properly and delivery to happen without pressure on launch day.
What the brand needs to provide
The brand's participation in the process is essential, especially in the early phases. What the studio needs from the brand:
At the start of the project
The product's technical files (or high-resolution photographic references), the creative brief with the campaign objectives, visual examples of the aesthetic direction being sought, and the final formats and resolutions needed for each channel.
During production
Clear, consolidated feedback at each revision stage. One of the main factors that extends CGI projects is fragmented or contradictory feedback — different people on the brand's team giving conflicting instructions. The most efficient approach is to designate a single person as the studio's point of contact.
At delivery
Confirmation that all delivered formats are correct before the project is closed. Once a project is closed, any additional modifications carry an extra cost.
Want to see how we apply this process in real projects? Browse the portfolio.
View portfolioWorking through an agency
When a project comes through an advertising agency, the process is essentially the same but with an additional intermediary. In these cases, the agency acts as the link between the brand and the CGI studio, managing the briefing, revisions and final approval.
At BM Produccions we are experienced in working in this model. We adapt to the agency's workflow, respect the production deadlines and maintain the confidentiality of the end client when required.