Mitas GranTerra Full CGI Film — Tire Features Lab Concept

For the launch of the Mitas GranTerra agricultural tire, we created a full CGI technical film built around a laboratory concept. While the brand awareness campaign communicated GranTerra’s gentleness through visual metaphor, this film focused on the engineering behind the product — breaking down its key features through precise CGI visualisation.

Full CGI Laboratory Concept for Mitas GranTerra Tire — Technical Feature Film

THE CONCEPT

The entire film was created in CGI, using a laboratory environment as the visual language for precision and engineering. The GranTerra tire is presented in a controlled, technical setting where each feature is demonstrated in sequence. The tread design and tire cross-section are explored in detail, with the camera moving through the tire’s internal architecture to reveal its geometry and construction. Pressure distribution across the contact surface is visualised to demonstrate how the tire manages load on different terrain. The footprint left on soil is compared with conventional alternatives, making the difference in soil impact immediately visible. Traction is then demonstrated through photorealistic CGI, showing how the tread interacts with different surfaces and communicating grip, control, and stability. The full CGI production approach gave us complete control over the environment, camera, materials, and technical visualisations — allowing complex tire engineering to be presented in a way that would be difficult to achieve through conventional product filming.

Why it worked

Technical audiences respond to demonstration rather than declaration. Instead of simply listing GranTerra’s features, the film visualises them through a laboratory environment designed around precision and technical credibility. The format itself reinforces the product message: the laboratory communicates rigour, while CGI allows the engineering behind the tire to be shown clearly and at a level of detail that live-action filming cannot easily achieve.

When to use CGI like this

Full CGI technical product films work particularly well for automotive and agricultural tire brands where engineering differentiation is a key part of the purchase decision. When a product has multiple technical features — such as tread design, pressure distribution, soil footprint, or traction mechanics — CGI allows each one to be isolated, visualised, and explained within a single controlled environment. This makes the format especially effective for professional and technical audiences in European agricultural and industrial markets.

ABOUT US

HAUT CGI is a global CGI studio and winner of the Gold Award 2026 at the FOOH Awards for excellence in СGI and FOOH advertising in automotive industry. We produce CGI, FOOH and AI-enhanced content for high-impact product launches and marketing campaigns worldwide. We believe video with a story behind performs differently.
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Our A-R-P framework — Attention → Retention → Performance — means every asset is built to do three things: stop the scroll, hold the viewer, and land the brand message. Beautiful is the baseline. Story and performance are the goal.
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‍When brands use our CGI & FOOH Production:
- Product Launch Campaigns: Creating viral 3D/CGI reveals for new product debuts across digital and social channels.
- Pre-Event Activations: Building buzz, teasers, and anticipation ahead of major brand, sports, or retail events.
- Event Announcements: Transforming real-world architecture and landmarks for high-impact campaign announcements.
- Retail & Brand Awareness: Elevating storefronts, out-of-home media, and digital channels with CGI Mixed Reality (MR) experiences.

Discover more of our award-winning work in our CGI & FOOH Case Studies to see how we help global brands launch products through high-impact visual campaigns.

Full CGI Technical Product Film

Mitas GranTerra

Automotive — Europe

Full CGI Laboratory Concept for Mitas GranTerra Tire — Technical Feature Film

THE CONCEPT

Why it worked

When to use CGI like this