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.
Project answer
Why use CGI for this project?
What we made
XO3D created a flexible CGI library for Smarter AM's iKettle range.
Why CGI
CGI replaced inconsistent photography across colourways and gave the marketing team one controlled source for stills, motion and future channel formats.
What was delivered
Smarter AM received consistent hero stills, a cinematic reveal film and reusable motion assets across the full iKettle range.
Hero film
The full hero film.
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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