Carrying aphotographicstandard intoreusable CGI.
Photography could no longer keep pace with Electrolux’s production needs. Pixel&Co helped the brand move into CGI, opening up new ways to show its products.
Photography could no longer keep pace.
Electrolux’s production needs had outgrown what photography could support. The brand wanted a more flexible way to produce imagery and explore what CGI could make possible.
Production tied to physical shoots.New imagery depended on coordinating products, sets and studio time.
Limited room to experiment.Changes to angles, environments or product details could mean more physical production.
A standard to protect.Moving to CGI had to preserve the lighting, materials and realism of the existing imagery.
The challenge was gaining production flexibility without compromising the photographic standard.
More flexibility. New creative possibilities.
Build for ongoing production.Use digital products and environments that can be adapted as new imagery is needed.
Go beyond the camera.Explore cutaways, feature animation and views that would be difficult to capture in a physical shoot.
Keep control of the look.Carry the brand’s visual standard across product views, details and environments.
Photographic judgment. Applied to CGI.
Pixel&Co approached CGI with the same attention to lighting, composition and material detail as photography. That discipline shaped the digital products and environments, keeping realism at the centre of the work.
Show what photography could not easily capture.
With CGI, Electrolux could explore products from the inside out. Cutaways revealed internal mechanisms, animation demonstrated features and 360 views offered more angles. These were new possibilities opened up by the move, alongside the product imagery the brand already needed.
Designed for Electrolux. Built for more than one product.
Pixel&Co’s architecture and interior design background shaped environments built around the appliances. Layout, lighting and styling could be adapted digitally, giving Electrolux room to explore different settings and bring new products into existing scenes.
More ways to create. More ways to show.
Electrolux gained a more flexible way to produce imagery and explore ideas beyond a physical shoot. The work spanned product stills, feature visuals, animation, 360 views and adaptable virtual environments, with a photographic standard connecting them.
Considering the move to CGI?
Tell us where photography is limiting your production and what you want to do differently. We’ll discuss your visual standard and a first product to evaluate in CGI.
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