Work in the field of computer-generated merchandise art has been fueled recently by supply chain complications and growing consumer demand for striking visuals.
Product visualizations for a Scotria brand handbag and Casa Malka tequila by CG artist Haruko Hayakawa. Images courtesy: Haruko Hayakawa.
Work in the field of computer-generated merchandise art has been fueled recently by supply chain complications and growing consumer demand for striking visuals.Haruko Hayakawa, a CG artist and creative director in New York, who said she receives four or more requests a week for her 3D modeling work, compared to maybe one a week pre-pandemic.
"It runs the gamut [but] the projects that really pay my bills tend to be ad campaigns ... in the spirits and liquor space," says Hayakawa, who has been working with 3D art since she was a teen.With lengthy manufacturing lead times, brands with no products in hand to shoot ask Hayakawa to 3D model products and to visualize them for creative projects, including ads to gain customer awareness on social media or to prototyping for pitches to investors.
CG and 3D visualizations can also be more creative — and cost effective — than large scale photography shoots, she says.“From the get-go, we knew the 3D visuals were going to serve as the primary vehicle to tell the brand story,” Emunah Winer, a creative director who collaborated on a tequila product with Hayakawa, told
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