Choosing CGI ahead of filming.
Client & Sector
Client: SkyTherm (roof windows / construction product), via BGN Agency
Sector: Construction / Home Improvement — Advertising
The Challenge
Filming a real SkyTherm installation was possible, but BGN needed a campaign that could flex: multiple room styles, seasonal garden backdrops, and the ability to adjust messaging without booking a new shoot every time. The decision to recommend CGI wasn't a default studio preference, it was a scoping call made in the client's interest.
Our Approach
We built the interiors from scratch; moodboards, sourced furniture, architectural detailing, texture work, then composited real panoramic stock photography as the garden view outside the window, blending built environments with photographic realism rather than going fully synthetic or fully live-action.
The Solution
A 30-second TV commercial combining original filmed and stock footage with detailed 3D CGI interior shots, delivered over a 6-week production in Cinema 4D and After Effects.
The Outcome
That flexibility wasn't abstract, it meant BGN could change room colours and designs without repainting a physical set, reuse the built models for social ads and print, and adjust the campaign strategy after launch based on real performance data, without re-shooting anything.
What BGN said...
Great animation studio to work with. Helped us with a TV ad for one of our long-standing clients and they really helped us bring it all to life. Great work from a really talented team.
Antonio Giansante | Managing Director @ BGN
The Craft
Full interior builds from moodboard through to final texture and lighting, giving total creative control over every design detail
Stock photography composited as garden backdrops, a deliberate hybrid approach balancing cost and realism
Models built for reuse from day one, not as a single-campaign asset
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