Transforming Launch Challenges with 3D CGI- CGI

About the Product

Salud Beverages, a new age Alcobev company was preparing to launch a line of craft spirits and ready to drink non alcoholic beverages. With the release date fast approaching, the company had a carefully planned marketing campaign consisting of still and audio-visual imagery across traditional and digital media.

Problem Statement

A delay in the bottle manufacturing process meant no finished products were available for shooting in marketing materials. The cascading delay threatened the entire launch; an alternative approach was urgently needed to ensure the marketing materials could be prepared and released on time.

Key Challenges

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    Manufacturing delays resulted in no finished products available for the photoshoot

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    Since it was a new product launch there were no existing examples or previous versions to reuse

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    There were significant revenue implications of any delays in launching the marketing campaign.

Solution

Manipal Digital proposed a 100% digital asset creation using high-poly 3D models. We further suggested a combination of high quality renders and advanced photography morphing techniques to replace all planned photoshoots with virtual staging.

Putting Plan into Action

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    Manipal Digitals’ CGI experts worked closely with Salud’s concept artists and designers, and studied all available concept art of the new line to develop guidelines for the size, look & feel, label information, and packaging details of the new products.

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    We used a combination of realistic modelling with advanced physics replication and high poly count rendering to produce a life-like representation of the bottles containing the liquid.

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    We meticulously incorporated the package artwork, including branding and regulatory information on the labels to create a completed asset.

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    We developed a number of rendered settings as backdrops for the product

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    We added animations to highlight distinctive features of the product with animation and special effects based on dynamic elements, such as condensation, sparkle, bubbles, laminar/turbulent flow of the liquid, etc.

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Results

The client was satisfied on multiple levels:

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    Regarding the modelling itself, in the client’s own words, “the model closely replicated the intended physical attributes of the actual product, and made the transition from physical to virtual indistinguishable”

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    MDS could successfully balance the visual clarity with the file size very well, allowing the asset to be suitable not only for the intended purpose but for future applications in virtual reality, and digital or traditional advertising

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    The creative compositions, combined with the animated special effects and the perfectly placed 3D models created striking presentations of the product in various settings for marketing and promotion

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    The virtual launch of the product was a modern, unusual take which brought more publicity than expected for the client

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    At a strategic level, the 100% virtual campaign prompted the client to re-examine its entire brand management strategy, which it did with Manipal Digital as its brand strategy partner.

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