Looking together is working better

Work-in-progress is part of any CGI project. But instead of sending raw stills or unfinished clips, we’ve recently switched to sharing video walkthroughs.

We show the scene in motion, explain what’s working (and what’s not), and talk through our choices. With a little webcam in the corner so you can see our faces too 👋

This helps clients take in the visuals at their own pace, revisit key moments or take screenshots. Follow-up calls are shorter, sharper, and more focused. Internally, we’ve also started using video notes to brief artists. It’s often clearer than trying to recall the details of a call.

WIPs often look rough, and that’s the whole point. They’re meant to test an idea, not polish it. You don’t want to spend hours on details before knowing if the concept holds up. If it works, great. If not, you move on without losing time.

We always involve the client in this stage. They know their brand and audience best. But we bring new perspectives to the table. Things that go beyond traditional film or photography:

✨ a bottle that assembles itself

🌫️ a product floating through light and dust

Ideas like these often emerge before things look pretty. That’s the beauty of it.