Studio Mitchell was commissioned by Cataclean Global Ltd. to define a new, highly credible visual language for their brand, culminating in a powerful 30-second broadcast commercial designed to air on ITV4 during the British Touring Car Championship Season. Our mission was to move beyond the aesthetic of their decade-old explainer videos and create a cinematic CGI film that was entirely realistic, technical, and broadcast-ready.
The core objective was to visually prove the product’s effectiveness: demonstrating, component by component, how their 8-in-1 solution actively cleans the fuel and exhaust system with the authority required for TV placement.
Credible 3D Automotive Animation. Ready for Broadcast
Cataclean specifically requested a look that avoided “shiny” or metaphorical graphics. The animation had to be a believable, high-tech demonstration of a chemical reaction, adhering to a detailed journey through the engine, including the Fuel Injectors, Pistons, EGR Valve, Oxygen Sensor, DPF/PPF, and Catalytic Converter.
The Creative Solution, A CGI Diagnostic Blueprint
Our winning pitch centered on the CGI Diagnostic Blueprint concept, blending cinematic storytelling with high-tech 3D visualisation to ensure maximum impact in a concise 30-second window:
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Establishing the Problem: We open with the relatable moment of a flashing Engine Warning Light.
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The Products introduction: The product is introduced into the fuel system, the three variants Diesel, Hybrid and Petrol are clearly established.
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The HUD Layer: A custom-designed Heads-Up Display (HUD) motion graphics overlay was introduced to provide a high-tech, diagnostic feel, guiding the viewer through the process and reinforcing credibility in a rapid-fire format.
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The “Magic” Transformation: The film’s anchor is the high-impact, instant material transformation. We animated the components transitioning from a sooted, restricted texture to a pristine, clean, factory-fresh metal surface—the perfect visual payoff for a short-form commercial.
Technical Precision: Why an All-CGI Workflow Delivers Broadcast Quality
To guarantee the photorealism and control required for a high-stakes TV campaign, we utilised an end-to-end all-CGI workflow:
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Photorealistic Materials: We built two sets of physically accurate materials in Redshift—one for the carbonised “before” state and one for the polished metal “after” state—ensuring the transformation was scientifically believable, not cartoonish.
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Narrative Economy: Tight editing maintained narrative continuity from pouring the product into the fuel tank through to the final cleaning actions, ensuring the full story was delivered within the 30-second broadcast length.
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The 8-in-1 Demonstration: We successfully incorporated every mandated component in its correct mechanical sequence, proving the product’s comprehensive action within the tight constraints of a TV spot.
The Result, A High-Impact, Broadcast-Ready Film
Studio Mitchell successfully delivered the definitive 30-second broadcast TV commercial, which has been scheduled to air on national platforms. The final commercial is a powerful tool that visually proves Cataclean’s effectiveness, reinforcing core customer benefits such as helping them save fuel, reduce emissions, and pass their MOT.
The initial 1 minute 20 second master animation was expertly crafted to serve as a versatile, full-length trade show and web asset, ensuring maximum return on investment across all digital channels.
This project demonstrates our ability to translate complex engineering concepts into credible, engaging, and commercially powerful 3D Automotive Animation, built to drive results on both broadcast television and digital platforms.
Need to elevate your product storytelling? Contact Studio Mitchell today to discuss how high-impact CGI can transform your next campaign.
Role
3D CGI & Animation
Client
VO Artist & Composer