Start with the feeling
Before a model or a camera move, decide what the audience should feel. Calm, energy, precision, or warmth can guide the colour, pace, and framing of a product film.
Shape the light and materials
CGI gives the team control over reflections, shadows, surfaces, and camera position. That makes it possible to explore a few visual directions before settling on the frame that best supports the idea.
Make every detail serve the story
Small choices add up: the weight of a highlight on glass, the way a liquid moves, or the amount of space around the product. The goal is not to add effects for their own sake. It is to make the product easier to understand and remember.
This image is an illustrative concept render created for this article.