XO3D Studio · Guide
What Product CGI Costs — and Why.
No price list. An honest explanation of the seven variables that determine what product CGI costs — so you can budget accurately before you brief anyone.
We don't publish a price list, and neither do the best studios in our industry. The reason isn't mystification — it's that product CGI cost is determined by the specific combination of variables in your project, and a price list suggests a level of standardisation that doesn't reflect how production actually works.
What I can tell you is what those variables are, how each one affects cost, and what approximate investment levels you should be thinking about for different project types. That way, when you do approach a studio — us or anyone else — you're having a conversation about value rather than price.
The seven variables
What drives cost in a product CGI project.
- VARIABLE 01
Model Complexity
The 3D model is the foundation of every deliverable. A product with simple, geometric forms (a speaker, a box, a bottle) models faster than a product with complex organic curves, fine surface details, or intricate mechanical components. A product with moving parts — hinges, mechanisms, telescoping elements — requires significantly more build time. If XO3D needs to construct the model from scratch versus refining an existing high-quality CAD file, that affects cost. In all cases, we review your source files before quoting.
- VARIABLE 02
Number and Type of Deliverables
A project that produces ten studio still images costs less than a project that produces ten still images plus a 60-second hero film plus six social format cut-downs. However — and this is the efficiency case for CGI — all of those deliverables come from the same 3D asset. The model, materials and lighting rig are built once. Each additional deliverable after the initial build has a significantly lower marginal cost than the first.
- VARIABLE 03
Colourway and Variant Count
A product available in three colourways requires a material swap in the 3D file — not a new build. This is typically a fraction of the original production cost per variant. But if variants involve structural changes (different lid mechanisms, different component configurations), each variant may require modelling work. We scope this clearly at brief stage.
- VARIABLE 04
Material and Environment Complexity
Physically based material reconstruction — building materials from physical reference rather than using library presets — takes time and expertise. A brushed aluminium chassis with a specific anodising process requires research and reconstruction. A uniform matte plastic casing is faster. Similarly, complex environmental setups (specific lifestyle contexts, multi-product arrangements) cost more than clean studio backgrounds.
- VARIABLE 05
Animation Complexity
A simple 360° product rotation animates quickly. A 60-second film with deliberate camera choreography, smooth material reveals, and edited timing takes significantly more direction and execution. Mechanism animations — showing how a product works internally — require the most time because the sequence must be accurate as well as visually compelling.
- VARIABLE 06
Timeline Pressure
Standard production timelines are scoped at the start of each project. If you need delivery faster than that — compressed render schedules, parallel review tracks, overnight farm render time — this affects cost. Rush work is possible; it's just more expensive because it displaces other project scheduling and requires additional resource commitment.
- VARIABLE 07
Revision Rounds
Two rounds of revision are included as standard in all XO3D projects. Additional rounds beyond this are scoped clearly before they begin — they're not added silently to the invoice. The most significant cost protection for clients is a thorough pre-production approval process: storyboard, animatic, material tests and lighting review are all approved before final rendering begins. Changes at that stage cost nothing. Changes after final render cost significantly more.
Approximate investment ranges
What to budget by project type.
These are indicative ranges based on standard complexity projects. Your actual scope may sit above or below these depending on the variables above.
| Project Type | Typical Range | What's Included |
|---|---|---|
| Still Image Suite | £3,000 – £8,000 | 8–20 hero renders, studio backgrounds, 2 revision rounds, 4K delivery |
| Hero Product Film (30–60s) | £8,000 – £20,000 | Storyboard, animatic, full film, sound design, 4K + social formats |
| Full Launch Suite | £20,000 – £50,000 | Hero film, still library, social formats, press kit assets, all from one build |
| Technical / Mechanism Film | £12,000 – £35,000 | CAD review, mechanism animation, technical accuracy review, engineering sign-off |
| Visual Content Partnership (monthly) | £3,000 – £8,000/mo | Ongoing content production from established 3D asset — films, stills, formats |
Important: These ranges assume a well-documented product, clear brief, and timely client approvals. Projects that lack source files, have unclear briefs, or require significant revision rounds beyond the standard two will cost more. The single most effective way to keep a CGI project on budget is to be thorough at brief stage.
FAQ
Cost questions we get asked most often.
Do I need to provide CAD files, and what if I don't have them?
Is there a minimum project size?
Why does the same type of project cost more at XO3D than at cheaper studios?
Can I spread the cost of a retainer over time?
Start the conversation
Ready to scope your project?
Tell us about the product, what output you need, and when you need it. We'll come back with a clear scope and a realistic number.