What CGI and Visual Effects Really Do in Commercials
In commercial production for advertising agencies and brand teams, CGI and visual effects are used more widely than often acknowledged. They’re not limited to dramatic shots or complex scenes. They play a key role in solving production challenges, maintaining consistency and ensuring the final result reflects the brand accurately.
Whether it’s a product video, a TVC or a social ad, these tools improve what can’t be controlled on set. In many of our recent projects, more than half of the final shots included some form of visual enhancement. Most are subtle, but they make a real difference to how polished and reliable the outcome feels.
Here’s how we use CGI and VFX in our work
Product cleanup
We remove dust, marks and surface flaws one frame at a time. This keeps the product
looking its best without needing another shoot. It’s a practical fix for fast-moving teams
that need to stay on schedule.
Screen replacement and matte painting
This process involves removing green or blue screen backgrounds, adding CG environments, and integrating digitally painted backdrops that blend seamlessly into the scene. Matte painting brings a cinematic quality, combining artwork with 3D elements to create rich backgrounds that extend or replace real locations.
When a location is unavailable or impractical, it allows for the creation of settings that feel authentic and visually striking without the cost and time of physical builds or travel. Each element is matched to the camera’s movement and lighting, giving teams flexibility with location and design while keeping the focus on the story and visuals.
Before-and-after example:
Note: This matte painting example is from one of our creatives’ previous work and is not related to The Studio Bridge.
Beauty work and retouching
We make subtle visual fixes focused on people. This includes adjusting skin tone, lighting, make-up and costume to clean up distractions, especially in close-up product or talent shots, without overdoing it.
Compositing
This is where everything comes together. We combine filmed footage, CGI, graphics and simulations into a single frame. This includes digital matte plates, product placement and elements such as smoke, water, fire or cloth.
We also composite graded footage and CGI passes so lighting and tone match across the entire frame. This gives more control over the final result, especially when multiple sources are involved.
Why it matters
Commercial production moves fast. Timelines are tight and plans often shift. CGI and VFX give teams the flexibility to fix, adapt or enhance shots without slowing down. They help avoid reshoots, respond to feedback efficiently and keep projects on track.
They also protect consistency. Visuals stay on-brand, the product looks right, and the message stays clear from storyboard to final cut.
A quick example
In a recent commercial for IPI’s Bioderm, we used CGI and VFX to build digital backgrounds and match screen content for social media ads.
The project also showcased our work creating the Ice Realm using CGI, 3D tracking and smoke simulations, with each element seamlessly integrated into the final cut.
Need support with CGI or visual effects?
At The Studio Bridge, we’re a creative studio with deep expertise in CGI and visual effects. It’s at the core of what we do.
We work closely with in-house production, advertising, and post-production teams to create detailed, production-ready visuals, solve real problems, and deliver beyond expectations. Let’s talk.