The brief became a system map.
Product requirements, system families, construction layers, dimensions and planned outputs were consolidated before production began.
Case study · Building product CGI · Ireland / United Kingdom
A 20-image CGI system for the Instantor Underfloor Heating launch.
Production for Instantor.
A coordinated set of lifestyle, technical and explanatory visuals built from installation specifications, dimensions and review markups.
Client
Instantor
Business context
Underfloor heating launch visual system
Engagement
Launch production · 2026
Scope
Lifestyle installation views · System cutaways · Pipe layouts
- 20
- Final CGI assets
- 2
- Lifestyle installation views
- 11
- System and technical cutaway views
- 3 + 4
- Pipe layouts and temperature-diagram variants
The production challenge
Most of the product disappears once the floor is finished.
An underfloor-heating system is largely hidden after installation. Buyers, specifiers and installers still need to understand where each layer sits, how the pipework is arranged and how the available constructions differ before the floor is finished.
The launch covered solid-floor, overlay/retrofit and suspended-floor applications. Each system family required its own panel, pipe and floor build-up, while the full image set needed to feel like one coherent visual family rather than a collection of unrelated technical diagrams.
The production system
One visual language, built from the technical brief.
Cesma translated drawings, dimensions, material references and installation notes into a reusable scene system, then expanded it across the complete launch image matrix.
A shared cutaway grammar kept the range coherent.
Wall, floor, camera and lighting decisions stayed consistent while the panels, pipe routes, cover layers and finished surfaces changed by system.
Every construction was reviewed on its own terms.
Stakeholder markups were applied asset by asset so that the system-specific details could be checked before approved visuals moved to high-resolution delivery.
The final family covered several communication jobs.
Lifestyle views established installation context, cutaways explained construction, layouts clarified pipework and explanatory diagrams supported the wider launch story.
What this proves
Technical product CGI can explain what the finished installation hides.
The result is not one isolated cutaway. It is a coherent 20-asset system that lets a launch team show installation context, compare product constructions and explain system principles through one controlled visual language.
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