Insaeco — A 3D world for a sustainable tire

The marketing director contacted me. He'd seen an opportunity to present their new eco-friendly tire line, Insaeco, in a striking way, in 3D. A tire is a hard sell visually — it's a physical, everyday object, easy to shoot flat and forgettable.

I asked for high-resolution photography of the tire — Insaeco already had it, from a professional product shoot they'd commissioned. I needed it to model and texture the tire with a realistic finish. Along with the photos came a short brief on why the eco-friendly angle mattered. The first decision was whether this should be filmed or built in 3D.

Why 3D, not a camera

A tire is a physical object. It had to feel real. But "real" didn't mean "filmed" — 3D let me build an entire environment around the tire: road, light, a sense of place, instead of shooting the object on its own. It's the difference between showing a tire and showing what the tire belongs to.

From several photographs to a full sequence

Starting from the brief and the product photography, the process moved through concept, then an animatic to lock the sequence before touching a single asset. From there, we did the modeling and texturing of the tire and some of the scene assets; I handled the lighting, the animation, and a fully custom sound design pass.

Two more angles on the same world

In Grupo Soledad's own words: the piece helped them show the product in a way they hadn't managed before, and stand out in a sector where this kind of visual investment is still rare.