3D Automotive Animation – ITV4 Broadcast Campaign

Aired on ITV4 during live and highlight coverage of the British Touring Car Championship (BTCC).

Automotive Animation

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 television commercial.

The advert was developed specifically for ITV4 broadcast, airing during coverage of the British Touring Car Championship (BTCC) — aligning the brand with a highly relevant automotive audience.

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 built for broadcast performance.

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. Built 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.

This level of technical clarity was essential to ensure the film could stand up to scrutiny in a broadcast environment, where credibility and clarity are critical.

The Creative Solution — A CGI Diagnostic Blueprint

Our winning pitch centred on the CGI Diagnostic Blueprint concept, blending cinematic storytelling with high-tech 3D visualisation to ensure maximum impact within a 30-second broadcast slot:

1. Establishing the Problem
   We open with the relatable moment of a flashing engine warning light.
2. Product Introduction
   The product is introduced into the fuel system, clearly establishing the Diesel, Hybrid, and Petrol variants.
3. The HUD Layer
   A custom-designed Heads-Up Display (HUD) overlay provides a high-tech diagnostic feel, guiding the viewer through the process while reinforcing credibility.
4. The Transformation
   The film’s anchor moment — components transition from a carbonised, restricted state to a pristine, factory-fresh finish, delivering a clear and immediate visual payoff.

Technical Precision — Delivering Broadcast-Ready CGI

To meet the demands of a national TV campaign, we implemented a fully controlled, end-to-end CGI workflow:

• Photorealistic Materials
  Physically accurate Redshift materials were developed for both “before” and “after” states, ensuring scientifically believable transformation.
• Narrative Economy
  Tight editorial control ensured the full product story was communicated clearly within the 30-second broadcast format.
• Complete System Coverage
  All eight key components were integrated in their correct mechanical sequence, demonstrating full product capability within strict time constraints.

Broadcast & Campaign Impact

The final commercial was successfully delivered as a broadcast-ready TV advert, broadcast across ITV4 during coverage of the British Touring Car Championship.

The campaign ran across both live race broadcasts and highlight programming, ensuring strong audience alignment and repeated exposure.

Confirmed transmission times included the following scheduled ITV4 placements:

• 19 April 2026 — Live BTCC Coverage
  • 11:30 | 14:45 | 17:15
• 24 April 2026 — BTCC Highlights
  • 18:45 | 19:05 | 19:15

This combination of live and prime-time placements provided high-attention viewing alongside repeat visibility, reinforcing brand recall throughout the campaign window. This confirmed schedule forms part of the campaign’s verified broadcast record on ITV4. This confirmed schedule forms part of the campaign’s verified broadcast record on ITV4, with the commercial also independently listed on IMDb.

Extended Asset Value

Alongside the 30-second TV commercial, a 1 minute 20 second master animation was produced to maximise campaign value across:

• Trade shows
• Digital platforms
• Web and social media

This ensured the project delivered long-term return on investment beyond broadcast.

This project highlights Studio Mitchell’s ability to deliver broadcast-quality commercial content, combining cinematic 3D visualisation with real-world marketing impact.

From concept through to delivery, the work demonstrates how complex technical messaging can be transformed into credible, engaging, and commercially effective broadcast advertising.

Need to elevate your product storytelling? Contact Studio Mitchell today to discuss how high-impact CGI can transform your next campaign.