Smarter AM
iKettle.
How CGI replaced inconsistent product photography across the Smarter AM iKettle range — consistent hero stills, cinematic reveal animation and motion assets engineered for every channel in the marketing mix.
The Brief
Take control of the product story — across every channel.
Smarter AM had reached the conclusion many connected-product brands face: photography was inconsistent across colourways, hard to keep on-brand and limited the marketing team’s ability to reshape assets for web, social and retail.
They needed a flexible CGI library — one that could deliver consistent hero stills across every iKettle finish, a cinematic reveal for launch campaigns, and motion cuts that landed the “Alexa, put the kettle on” promise without continuity issues between takes.
We translated the iKettle range into a single, photoreal CGI pipeline — hero film, twist, depth, rotation, steam and exploded views — all rendered from the same source so the visual language stays consistent across the entire Smarter AM marketing stack.
The Work
From hero reveal to steam ritual — one pipeline.
A complete CGI suite for the iKettle: a cinematic reveal, controlled twist, depth and rotation cuts, and a volumetric steam sequence — all produced from one 3D source for total visual consistency across the range.
A cinematic reveal that anchors the campaign.
The headline product film opens the iKettle story — brand-led lighting, photoreal materials and considered camera work establish a premium tone that lifts every downstream asset in the library.
A precision twist around the silhouette.
A controlled rotation reads the iKettle like a product designer would — communicating the form language, surface finish and material quality that photography struggles to capture consistently across five colourways.
Depth and detail at macro distance.
A shallow-depth pass moves through the iKettle silhouette to surface the moments that sell a smart product — the spout, the base, the indicator detail — all rendered at marketing-grade resolution.
Studio-grade turntable for every channel.
A clean 360-degree turntable doubles as a paid social cut and a product page asset — the same CGI source feeding multiple formats without a reshoot.
Steam, motion and the morning ritual.
Volumetric steam was simulated and rendered in CGI to land the “Alexa, put the kettle on” promise — emotive, controllable and consistent shot to shot, where photography would have demanded multiple takes and continuity work.
Profile Stills
Consistent hero stills across every finish.
CGI profile renders sit drop-in ready on product pages and retail listings — the same lighting language, the same crop discipline, the same brand-level finish on every colourway in the range.
Client Review
“We worked with Alex and Thomas and the quality of the work delivered was superb. Great service and great results. I would highly recommend XO3D.”
BrunoDigital Marketing Manager, Smarter AM
The deliverable
A full product render library, built once, used everywhere.
Beyond the launch animations, XO3D produced a static asset library for the Smarter iKettle, exploded engineering views across five colourways, full profile colourway range, steam composites with vapour VFX, and rear / base detail renders. Every static is rendered from the same CGI pipeline as the animations so Smarter AM’s product channels stay visually locked.
Engineering detail
Exploded product views — 5 colourways
Colourway library
Profile renders — additional colourways
Marketing composites
Steam + rear shots
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