A CGI isn’t a deliverable. It’s a response to a problem.

This week’s newsletter is slightly different. It’s longer than usual - deliberately so.

You can scroll through it. Dip in and out.
The point is in the variety.

Most briefs start with “we need to show what this will look like.”
The more useful ones start somewhere else.

Over the years, we’ve been asked to solve problems that go well beyond conventional visualisation - from making construction sites disappear to helping shift public opinion.

The images below are all CGIs.
Each one had a completely different job to do.

Making an Empty Space Feel Like Home

A new headquarters building in central London was struggling to attract the right tenants.

The space was excellent. The empty shell made it impossible to see.

We populated it with the right company, the right people, the right energy.
The brief wasn’t about the building - it was about who belonged in it.

Working Backwards from a Single Photograph

A proposed gallery in Cheltenham wanted to announce that Rodin’s The Kiss would be among its first exhibitions - before the gallery even existed.

We were given one licensed photograph of the sculpture and built a convincing space around it, matching perspective and light precisely to make the image credible.

Explaining a Complex Building to Everyone

A multi-level art gallery was too intricate to explain with a conventional exterior view.

We cut straight through the building - revealing every floor, every gallery, every entrance - in a single image that anyone could read instantly, without drawings or plans.

Replacing a Building Site with a Vision

St Edward’s School in Oxford was mid-construction during a critical recruitment period.

Prospective parents arrived to mud and scaffolding.

We removed it entirely - replacing the reality with the finished campus at the exact moment it was least presentable.

One Building. Three Different Conversations.

Different tenants have fundamentally different spatial requirements.

Rather than producing one CGI, we produced three simultaneously - a standard view, an open-plan cutaway, and a double mezzanine option.

The same building, speaking to three audiences, without three separate campaigns.

Showing What the Exterior Can’t

Modern industrial buildings are far more sophisticated than they appear from the outside.

We removed the wall to reveal what was actually happening inside - high-spec offices, staff amenities, a contemporary workplace.

The image wasn’t about the building. It was about challenging the assumption that industrial means basic.

Unlocking the Potential of an Empty Space

A vacant industrial unit was failing to attract tenants because no one could see past the empty shell.

We visualised an aspirational interior - not as a guaranteed fit-out, but as a demonstration of what the space could become.

It reframed the value of the building before a tenant had signed.

Making a Bold Idea Tangible

Oxfordshire County Council needed to show they were thinking seriously about Oxford’s traffic problems - not just incrementally, but boldly.

We visualised a series of proposals, including a tram running along St Giles.

Whether it gets built is almost beside the point.
The images generated the conversation that needed to happen.

A Single Image. Every Capability.

A major design software company needed one centrepiece image for their annual marketing.

We designed a theoretical scheme from scratch and produced a hybrid that moves between wireframe, technical drawing and finished render - all within a single frame.

None of these briefs started with “we need a CGI.”

They started with a problem -
a perception to shift,
a conversation to unlock,
an audience to reach.

The image came second.
The thinking came first.

If you’re working on a project and not sure whether a standard CGI is the right answer - or whether there’s a more effective way to approach it - that’s a conversation we’re always happy to have.

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