Our Work


Celebrating the Rolex Daytona Model

  • Client Rolex
  • The Work Image Generation
  • Disciplines CGI, 3D, Retouching

Generating unique high quality images and content

We were approached by Rolex Geneva in 2013 to generate CGI in support of a historic campaign celebrating the Rolex Daytona model.


The Daytona model produced for this event featured a number of variants, including multiple options for bezel, face and watch band materials – including silver, gold, rose gold platinum and leather options, all based around the legendary Daytona chassis.

Creating the required number of images to fully illustrate the ten different variants in this edition would prove to be incredibly expensive using traditional photographic and retouching techniques, with each image requiring up to 30 hours of post production retouching to meet Rolex’s required quality standard.


Generating print ready,
high resolution images in CGI

Generating print ready, high resolution images in CGI dramatically reduces the retouching requirement, saving thousands of hours across the life of the project. CGI also enables a far greater degree of consistency in lighting and position over traditional photography, and provides a huge advantage over a traditional shoot should additional shots be required at a later date.

The CGI models created during the campaign can also be re-used to illustrate the product in different context, as well as being easily re-purposed for use in online, film, out of home and virtual reality / augmented reality executions.



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