Reusable CGI Production for Long-Term Brand Campaigns
CLIENT: Huggies
PROJECT OVERVIEW
Madness partnered with Huggies to create a fully CGI commercial designed around flexibility, visual consistency and long-term campaign value.
The project involved the creation of custom 3D diaper models, product packaging, liquid simulations and photorealistic environments, all produced using Unreal Engine and advanced CGI workflows.
Unlike traditional productions that require reshoots every time a campaign changes, the project was designed as a scalable digital asset library capable of evolving alongside the brand.
Consumer brands frequently update packaging, promotions, retail partnerships and product messaging.
Traditional commercial production often requires new filming, new locations and significant additional costs whenever those changes occur.
The objective was to create a high-quality commercial that could remain visually relevant over time while reducing future production expenses.
Madness developed a fully digital production pipeline using Unreal Engine, CGI product visualization and simulation technologies.
Every major asset was created in 3D, including:
• Diaper Models
• Product Packaging
• Retail Environments
• Liquid Simulations
• Lighting Systems
• Camera Setups
Because the entire production existed digitally, campaign updates could be implemented quickly without rebuilding the commercial from scratch.
One of the most valuable outcomes of the project occurred after the original campaign launch.
The commercial was later adapted and re-released for a new campaign cycle.
Rather than producing an entirely new commercial, only a small number of elements needed to be updated, including retail-specific assets and packaging variations.
For example, new supermarket branding and updated promotional elements were integrated into the existing production environment.
The result was a significantly lower production cost while maintaining visual continuity and brand consistency.
CGI production offers advantages that extend far beyond visual quality.
For consumer brands, fully digital assets create long-term flexibility that traditional productions cannot easily match.
Benefits include:
• Faster campaign updates
• Packaging revisions without reshoots
• Retail-specific adaptations
• Consistent product representation
• Reduced long-term production costs
• Scalable content creation
This project demonstrates how CGI can function not only as a production tool, but as a long-term marketing asset.
• Creative Direction
• Product Visualization
• 3D Modeling
• Unreal Engine Production
• Liquid Simulation
• Lighting Development
• Rendering
• Post Production
• Final Delivery
• Product Visualization
• CGI Commercial Production
• Unreal Engine Production
• Packaging Visualization
• Liquid Simulation
• Retail Environment Design
• Visual Development
• Post Production
TECHNOLOGY
• Unreal Engine
• CGI Production
• Product Rendering
• Real-Time Visualization
• Liquid Simulation
The project delivered a premium commercial that continued generating value beyond its initial launch.
By creating reusable digital assets, Huggies was able to update and relaunch the campaign with minimal production changes, significantly reducing future production costs while preserving creative consistency.
Madness is a creative production studio specializing in Product Visualization, CGI Commercial Production, AI Film Production, Automotive CGI and Commercial Animation for global brands.