Article

The Client

Article is a Canadian furniture brand offering beautifully designed, modern pieces at unrivaled value. By working directly with manufacturers, they make high-quality, stylish furniture more accessible – blending with effortless aesthetics, durability and affordability.

Expected

For Article’s Outdoor Spring/Summer 2024 launch, they wanted CGI imagery that felt like a real outdoor shoot – warm, authentic, and hassle-free. The challenge? Achieving realism and scalability while offering more content versatility than traditional shoots.

Here’s what we aimed for:

• Photorealistic CGI: Ensuring the warmth, texture, and realism matched high-end photography.
• Efficient Content Production: Maximising the number of assets produced without compromising on quality.
• Seamless Brand Integration: Ensuring styling, lighting, and set design aligned with Article’s Scandi and Coastal aesthetic.

Delivered

We had to think smart – and use our modular approach to CGI to deliver more content for less. Instead of treating each scene as a standalone set, we built two master environments that could flexibly adapt into multiple scenes – allowing us to rapidly create varied, high-quality imagery.

Our Approach:

• Strategic Scene Design: Two master environments served as adaptable backdrops, cutting production time while maintaining visual consistency.
• Creative Collaboration: We worked closely with Article’s in-house team to ensure every shot aligned with their brand vision, from lighting direction to material and texture realism.

What We Delivered:

• 2 Master Environments (CGI outdoor sets designed to feel like real locations)
• 9 Master Scenes (Configurable to showcase different product arrangements)
• 32 Product Swaps (Maximising CGI assets creating better value variety of imagery)
• 145 Final Image Assets (Smashing the initial brief of 96 while maintaining quality)

Exceeded

Our smart, strategic CGI solution, exceeded creative expectations while maximising efficiency. The final content was adaptable across web and social channels, balancing high-quality lifestyle shots with product-focused imagery.

By seamlessly blending realism with production efficiency, we provided Article with a diverse suite of high-quality imagery that could be tailored for any channel: online, mobile, social etc.

• High-Volume, High-Quality: Instead of the original 96 images scoped, we delivered 145 images across multiple set combinations, maximising Article’s content library. Creating more, for less. 
• Cost Savings: Delivered more assets at a lower production cost compared to a location shoot, without sacrificing quality.
• Creative Impact: Article’s team praised the results, citing the attention to detail, consistency, and photorealism.
• Scalability: The modular ‘master set’ approach allows for future product expansions without the need for reshooting, ensuring long-term value.

What’s more, they loved it so much that they immediately briefed us on another interior CGI project to set up scenes as if we were inside the buildings – proof that smart production delivers real impact.

This project showcases how Ride Shotgun redefines CGI production beyond cost-saving – it’s a strategic enabler for brands needing high-quality, high-volume content at speed and scale.

By combining insightful strategy, impactful creative and smart production, we helped Article launch their Outdoor 2024 collection with imagery that resonates with their audience.