For Boll & Branch’s Q1 campaign, we collaborated closely with their live-action team to help shape a warm, inviting visual world, enhancing beautifully shot footage with animated CGI floral elements that evoke softness, growth, and seasonal renewal.The client version was tailored to meet the campaign’s commercial needs, while our Director’s Cut expands on the original with extended floral animation, refined pacing, and a more immersive tone that showcases the expressive potential of CGI.

The animated floral takeover was developed as a visual metaphor for comfort, renewal, and the natural origins of the product. We choreographed the floral blooms to gently emerge and flow through the room by wrapping around furniture, drifting through light, and interacting subtly with the environment. Built entirely in CG, these sequences required careful timing and design to feel organic and immersive, balancing realism with a touch of dreamlike softness that aligned with the tone of the brand.

During the pre-shoot R&D phase, we used fully CGI-built rooms to explore lighting, composition, and styling. This helped to visualize the tone and pacing of the final film before cameras rolled. These virtual sets allowed us to test ideas, align creative direction, and ensure a seamless transition between the live-action shoot and the final integrated visuals. The accuracy of these CG environments also served as a valuable reference for the production team, keeping the look consistent from concept to final cut.

To bring the concept of natural renewal to life, our team conducted extensive R&D focused on the behavior and choreography of blooming flowers. We studied time-lapse photography, growth patterns, and petal mechanics to develop animations that felt both organic and elevated.

Building on our blooming animation system, we developed alayered choreography of movement throughout the film. Each flower’s growth served as the foundation for additional motion, petals unfurling into light, stems weaving gently through the space, and floral clusters cascading in carefully timed waves.

These orchestrated moments were designed not just to fill the frame but to guide the viewer’s eye and reinforce the film’s pacing and emotional cues. By treating each animation as part of a larger visual composition, we were able to create a dynamic yet calming flow that elevated the atmosphere of the final piece.

To faithfully represent Boll & Branch’s signature material, we carried out detailed R&D into the appearance and behavior of raw cotton. Our team studied reference photography and real cotton samples to understand how fibers cluster, how bolls open, and how their surfaces catch light and shadow. We focused on replicating the delicate structure of the fibers, their soft matte texture, and the way cotton subtly responds to motion in the air. The result is a CG material that feels organic, weightless, and true to the natural softness at the heart of the brand.

In the early stages of the project, we used AI tools to rapidly explore visual directions and floral compositions. These generative references helped us iterate quickly on mood, form, and spatial arrangement, which provided a creative springboard before entering full 3D production.

By blending AI outputs with our artistic direction, we were able to align on a clear visual language early in the process. This approach streamlined decision-making and allowed our team to focus R&D and production efforts where they mattered most.

Our team led the creative and visual direction for the live-talent shoot, shaping key decisions around framing, lighting, and set design to ensure every moment aligned with our planned CGI integration. With the visual effects deeply embedded in the creative vision from the start, we designed shots that would seamlessly support our animated floral sequences.

By taking ownership of how live-action and CG would work together, we ensured the footage was captured with precision, resulting in a cohesive, elevated final film where practical and digital elements feel naturally unified.