From CAD file to campaign.
Birdy Bound existed as product data. We built it a world: video, stills and social content, without a shoot behind a single asset.
Make product data look like a life.
Birdy Bound is a golf brand within the Walmart portfolio. The task was to build a social and video content system that could carry the brand without a traditional shoot behind every asset.
Take the product as it exists in CAD and turn it into campaign imagery: content that holds up as lifestyle rather than reading as product rendering, and works natively across social.
We built the world around the product, not a scene behind it.
The difference matters. Dropping a rendered garment into a stock environment always reads as a composite, the light never quite agrees. Running the CAD directly into the campaign pipeline means the product is lit by the same sun as the course it is standing on.
What the brand is, who it speaks to, and what each frame has to say before anything is made.
Model casting to define the audience: range of age, build and skill level, not one look repeated.
Product files placed in fully realised locations, matched for light, weather and time of day.
Production across film and stills, VFX graphics and edit: finished for social, not adapted to it.
Golf content has a sameness problem.
The category defaults to one player: young, slim, usually white, always shot at the same hour. So the casting brief did most of the differentiating: different ages, builds and backgrounds, on courses that look like the ones people actually play.
Once the product is data rather than a sample in one size, that range costs nothing extra. That is the real unlock.
A season’s content, before the sample ships.
Product that only exists as a CAD file becomes a full campaign: video, stills and social, without the cost or lead time of a conventional production. For a portfolio brand that needs volume and speed, that changes what is possible per season.
It also changes when. Marketing no longer waits on samples, freight and a shoot window; the content can be ready the day the range is signed off.
