The product in the lead role

A product film sells the object itself, so accuracy matters most: proportions, the logo, the texture of metal, glass, suede or foam. In CG that accuracy is built into the model — from engineering drawings or photogrammetry. With AI it has to be held on to: generation tends to change proportions, redraw the logo or simplify the material.

The setting, camera and rhythm change from film to film — a lab, night-time rocks, a room, a graphic studio — while the product stays exactly itself in every frame.

Since summer 2025 I’ve led CG production for ORIS launches. The work starts before a watch goes into production: from engineering drawings we rebuild the cases, dials, hands, bracelets and straps in 3D, do the material lookdev, set the light and deliver product renders, campaign images and films. So far that’s 8 models, 28 variants, 212 images and 14 films.

ProPilot Date is a pilot’s watch for every day: a 41 mm steel case, a textured dial with applied numerals, bracelet or strap. The renders, frames and the 30-second film for the model’s relaunch are ours.

A 39.5 mm case, moon phase and a second time zone on three dials. The film is CG of the blue version: the small mechanics of the dial in close-up, the moon phase disc and the second time zone scale.

Macro mechanics, metal, glass and a leather strap — this film is made entirely with AI. Knowing the materials and light from the brand’s CG production keeps the AI images at the level a premium brand expects.

A product film for OBJ+, made with AI: ribbed glass, warm light and the room the lamp lives in. The shape and materials stay accurate in every frame. A format for product launches, marketplace listings and social ads.

A product film for a smart payment terminal, made with AI: metal, screen glass and the payment interface in a graphic studio space. The camera flies around the device like a flagship gadget ad, and the shape and materials stay accurate from every angle.

A series of CG films: twenty iconic pairs, each with a scene of its own. Common pairs rise from under a glass dome in a dark lab, rare ones are carried by a robotic arm into worlds of their own. A lab film and short 4:5 clips for social media; the 3D, light and animation are mine.

Adidas’s last campaign in Russia before the brand left the market in 2022. A digital world for the OZ sneaker line: a neon grid instead of the ground, night-time rocks and orbit instead of a studio. The pairs were captured with photogrammetry, so in any scene they stay themselves, with the real texture of suede, mesh and foam.

H2R is my personal industrial design project: jewelry and glasses as tech accessories. Its product films: the C2U ear cuff on an LED screen on the water, a film for ap0cene, a 360° turn of the cuff and a CG film of the glasses.