When CGI Becomes Art
CLIENT: AB-InBev
AGENCY: Draftline MAZ
PROJECT OVERVIEW
Masterpiece was created as a visual celebration of craftsmanship, precision and the artistry behind beverage production.
Developed for AB-InBev and Draftline MAZ, the campaign explored the five-stage filtration process used in the creation of the brand's beverages, transforming a highly technical manufacturing procedure into a series of visually striking works of art.
Rather than presenting the process through conventional advertising, the campaign sought to elevate it into a gallery-worthy visual experience.
The objective was to communicate the precision and quality involved in beverage production while creating imagery capable of standing out in a highly competitive advertising environment.
The campaign required a visual language that could simultaneously feel premium, artistic and technically accurate.
Every bubble, reflection, liquid surface and material transition needed to communicate craftsmanship while supporting the broader creative concept.
Madness developed the complete visual foundation of the campaign using CGI.
Every liquid element was recreated digitally, allowing complete control over lighting, reflections, transparency and fluid behavior.
The project involved the creation of:
• Liquid Simulations
• Product Visualization
• Bubble Systems
• Glass Materials
• Lighting Development
• High-End Rendering
Once the CGI imagery was completed, each piece underwent an extensive digital illustration process.
Artists manually redrew and refined the renders using techniques inspired by traditional oil painting, incorporating brush strokes, palette knife textures and painterly details.
The result was a hybrid process that combined the precision of CGI with the emotional qualities of traditional fine art.
One of the most remarkable outcomes of the project was the way the final pieces transcended their original advertising purpose.
The artworks were ultimately exhibited in a gallery environment, transforming commercial imagery into contemporary art pieces.
This unique transition demonstrated how advertising, technology and artistic expression can intersect to create experiences that extend beyond traditional media channels.
The project combined multiple creative disciplines, including:
• CGI Production
• Product Visualization
• Liquid Simulation
• Material Development
• Digital Painting
• Illustration
• Art Direction
• Post Production
Each stage played a critical role in achieving the final aesthetic and ensuring that every image communicated both technical excellence and artistic value.
Masterpiece demonstrates how CGI can become more than a production tool.
When combined with strong creative direction and artistic craftsmanship, digital production can create visual experiences capable of existing simultaneously as advertising, storytelling and art.
The campaign stands as an example of how brands can communicate quality and innovation through visual narratives that audiences remember long after the campaign ends.
• CGI Production
• Product Visualization
• Liquid Simulation
• Art Direction Support
• Material Development
• Look Development
• Digital Illustration Pipeline
• Post Production
CREDITS
Client
AB-InBev
Agency
Draftline MAZ
Creative Directors
Milton Rojas
Fernanda Basto
CGI
Enrique G. Wilches
Textures & Digital Painting
Paola Chaparro
Madness is a creative production studio specializing in CGI Commercial Production, Product Visualization, AI Film Production and Commercial Animation for global brands.