Construction adhesive CGI — wrecking ball meets extreme strength
We created this construction adhesive CGI key visual for MEM Montage-Kleber Extrem — a product that demands a visual as uncompromising as its name. The brief, consequently, called for something striking, bold, and immediately readable. Our answer: a wrecking ball smashing into the product — only to be stopped by the sheer force of the adhesive. As a result, the product wins. No question, no caption needed.
Construction adhesive CGI — hybrid production method
This visual is a hybrid. We built and rendered the wrecking ball in CGI. We captured the adhesive product itself through advertising photography. We then combined both elements through creative retouching in Photoshop. As a result, the product has real physical presence while the destruction scene carries the exaggerated force the concept demands. Furthermore, the hybrid approach keeps the product visually accurate. That matters for packaging and trade communication. The surrounding scene, however, gets full creative freedom. The making-of shot shows the assembly process. CGI wrecking ball, photographic product — one coherent key visual.
Why concept-driven key visuals work for industrial products
Industrial and construction products often appear in generic visuals — pack shots, product-on-white, category clichés. However, a concept visual that dramatises the product’s core claim does something no standard shot can: it makes the product memorable. Our piece on why great products deserve better than a photo shoot explains the production case in detail. For the compositing techniques, our 7 tips for perfect Photoshop compositing is a practical starting point. See also our Power-Up Ad for another extreme product concept.
More hybrid CGI and product photography work
Your product. Our concept. That is exactly the kind of brief we want — a visual that shows what your product does, not just what it looks like. Let’s make it unforgettable.
