Accelerating Product Launches with a CGI 3D Visualization Workflow

3D Product Silhouette

Role & Context

As Brand & Marketing Manager at Luonto Furniture, I led the adoption of a CGI 3D product visualization pipeline. Instead of relying solely on traditional photography, I contracted a specialized 3D agency to help us build a scalable workflow for product imagery. This shift enabled our lean marketing team to support sales, retail partners, and eCommerce with faster, more flexible content delivery.

The Challenge

Traditional product photography was slowing down our go-to-market process. Every new product launch required waiting for physical samples, studio setups, and post-production cycles. This often meant a lag of several weeks between product completion and having market-ready imagery. Worse, if changes were needed mid-cycle (such as a new fabric option or product angle), timelines ballooned further.

The Approach

I spearheaded the evaluation of alternatives and partnered with a CGI 3D agency to establish a digital-first visualization workflow. Key elements included:

Building a scalable asset library of 3D models for 55 products and 200+ SKUs
Rendering product variations in realistic, Americanized home environments to resonate with our market
Integrating the 3D workflow into product development cycles so imagery production could begin while products were still in production or in transit
Creating a repeatable process for rapid updates when product details changed

Key Contributions

Led the vendor selection and contracting process with a CGI 3D agency
Defined requirements for photorealistic, market-specific renders
Coordinated with Sales, Retailers, and eCommerce teams to prioritize assets that enabled faster campaigns
Established a workflow that aligned content creation with manufacturing timelines, cutting weeks off the GTM cycle

Impact & Results

Produced visuals for 55 products and 200+ SKUs without requiring physical samples
Cut content lead time by 4–6 weeks, enabling marketing campaigns to launch while products were still in transit
Empowered retailers with imagery before product arrival, allowing them to presell and promote new collections earlier
Provided a flexible system where product updates or new configurations could be rendered quickly, without costly reshoots
Supported cross-functional alignment, with Sales and eCommerce gaining faster tools to meet customer demand

3D Product Visual

Example

A retailer requested imagery of a new product ahead of delivery to jumpstart their campaign. Traditionally, this would have been impossible before samples arrived in the U.S. With our 3D pipeline, I delivered photorealistic images staged in U.S.-style living rooms before the shipment cleared customs — giving the retailer a critical head start.

Takeaways

Digital-first workflows accelerate GTM: Starting imagery production while products are still in production or transit removes weeks of delay
Flexibility drives efficiency: 3D pipelines allow for rapid updates without costly, time-consuming reshoots
Cross-functional enablement is key: By aligning Sales, Retail, and eCommerce needs with digital asset creation, we delivered stronger, earlier campaigns