Catalog growth had outpaced the rendering process.
OE Wheels relied on slow, one-off CGI from different vendors, then filled missing assets with photography when deadlines slipped. Finishes, lighting, angles and even product details varied from SKU to SKU. Launches stalled, the catalog lost visual consistency, and customers sometimes called for real photos because the renders did not match the wheels they expected to receive.
Produce photorealistic catalog imagery at scale, without requiring OE Wheels to supervise every decision on every SKU.
The system
From one-off renders to a data-driven standard.
Before
Every angle, size, concavity and finish was handled as a separate render project, with the setup rebuilt by hand each time.
Angle × Size × Concavity × Finish → one project each
With the system
Approve the standard once. Let the data carry it across the catalog.
Data-drivenAutomatableScalable
Product data as the input
Size, offset, concavity and finish drive the render setup. They are inputs to the system, not new projects.
One approved master per family
Each master carries the correct lighting, finish, camera and output rules for a related group of products. Once OE Wheels approves the standard, those decisions transfer across future SKUs.
Tools do the repeatable work
Purpose-built tools handle production, file preparation and progress tracking. The output is repeatable and automatable, not left to chance. Building tools for a single client is only possible because Pixel&Co works with a focused number of brands.
Angle · Size · Concavity · Finish → inputs to one standard
Approved finish masters
BBTGloss Black Brushed w/ Tinted Clear
BGloss Black
BRSatin Bronze
B1Satin Black
CChrome
How we made it happen
1
Document the Real Product
We photographed and filmed the wheels in person to capture the finishes and details customers expect to see.
2
Establish the Visual Standard
OE Wheels approved lighting, materials, angles and finish behavior on a controlled set of masters.
3
Prove It Against the Catalog
The standard was tested across geometries, sizes, offsets and finishes before going to volume.
4
Automate Production and Delivery
Purpose-built tools handle crops, resolutions and naming while OE Wheels tracks progress in real time.
The impact
3× the daily throughput.
The production system increased observed output from 0.93 to 2.8 completed SKU packages per working day.
0.93Before the systemSKU packages / day2.8With the systemSKU packages / day~18 → ~6Modeled weeksFor an 85-SKU production run
Daily rates are based on aligned completed-production cohorts. The 18-to-6-week comparison is modeled from those observed rates.
Scope85 SKU packages in the benchmark cohort ·150 SKU packages completed to date ·900+ SKUs in the total catalog (scope, not completed production)
One SKU is a complete delivery package
More than a single render.
Every completed SKU arrives as a structured, ready-to-use set of catalog assets.
5Approved views
2Required resolutions
Channel-specific crops
NetSuite-ready naming
Real-time progress visibility
Production tools prepare the required outputs consistently, while OE Wheels can follow progress without managing the work SKU by SKU.
The operational proof
Less supervision. Faster corrections. Consistent output.
Once the visual standard was established, OE Wheels no longer had to re-explain the same decisions across every product. A correction approved on the master could move consistently across the related SKU family.
13× fasterCorrection throughput25 SKU updates completed in 2 working days0 of 32Required client-driven visual correctionsIn the next completed cohort after the standard was established
The team began showing the new images around the office and asking colleagues to identify which were CGI and which were product photography. The distinction was no longer obvious.
For a company that had resisted CGI because customers could see the difference, that was the turning point.
Beyond the catalog
Built for the catalog. Ready for every channel.
The same approved product model can support e-commerce, campaigns, social content, turntables, animation and future launches. The catalog was the first application, not the limit.
1:1
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16:9
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Final render3D model
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Final render3D model
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Your catalog
Is your catalog growing faster than your content operation?
Show us what is slowing your team down. We’ll help you determine whether a reusable CGI system is the right next step.