bobcat
Photographing heavy equipment in the field takes time, logistics, and perfect weather that rarely aligns with marketing deadlines. For Doosan Bobcat North America, combining 3D assets with AI image generation was about building a visual workflow that gives the team total control over every scene, instant flexibility, and the ability to adapt assets without starting from scratch.
Our CHALLENGE
You know the drill: waiting weeks for a prototype, hoping the weather holds for an outdoor shoot, and managing several teams on site. It’s a high-stress environment where a single delay can derail the entire plan. We recognised that our client didn’t just need great images; they need a workflow that gives them their time and sanity back.
OUR APPROACH
We create high-fidelity 3D models as a core asset layer, enabling: multiple outputs (video, stills, interactive formats), rapid iteration without re‑shooting, and long-term usability across campaigns and markets.
Using AI and 3D, we replace traditional production constraints like dependency on location, weather, or timing with the ability to stage products in any environment and creation of “impossible shots” (cutaways, internal views, dynamic transitions).
We develop modular scenes and environments that can be easily modified (context, lighting, usage scenarios), adapted for different segments and localised without additional production costs.
Products are not yet built, installed, or accessible.
Critical technical details are difficult to capture through traditional production.
Real-world conditions (locations, timing, environments) limit what can be realistically shown and captured.
Content production is slow, costly, and difficult to scale across markets.
At the same time, expectations are rising. B2B audiences are more demanding, more informed, and less tolerant of generic communication.
In traditional product photography, if a specific angle or shot wasn’t captured properly, you either re‑shoot or come up with a new solution—both costly outcomes.
OUR APPROACH
Using all the processes mentioned above, we’re creating an entire catalogue of 3D assets for Bobcat (North America & EMEA) and today with AI we’re able to show these products in virtually any setting and condition.
Bobcat isn’t just getting one-off campaign visuals — it’s getting a scalable content system.
01 / Final 3D output
In close collaboration with internal and external product teams, we can refine every detail with precision. Once created, a single asset can be deployed across brochures, social, campaigns, websites, and more.
02 / Backplate generation process with AI
safety
Working in a virtual environment allows us to actively design for safety, not just replicate it. With AI + 3D, we can precisely position machinery and objects to meet required distances and standards. This removes physical constraints while ensuring every image clearly reflects correct setups and compliance with safety standards.
03 / 3D & AI merged for the final output. Once ready, product models can be edited or swapped out in minutes.
Key insights
Here’s what we’ve learned along the way (the hard way!):
In B2B, the problem is not a lack of content. It is a lack of control over what can be shown and how precisely it can be explained.
3D and AI are not just tools for visual enhancement. They are tools for enriching our options in marketing & communication.
We can have much more control over the environment, the detail, and the narrative. So we can show much more of what matters to experts and eliminate uncertainty between our message and reality.
No matter the scale or use-case, our process works across product families, applications, and regions.
CLIENTS &
COLLEAGUES
The quality of the 3D visuals speaks for itself, but the real value is flexibility. We can create launch-ready assets before production starts, update them as products evolve, and reuse them across channels — saving time and money with every new use.
Bridget Wahl
Doosan Bobcat North
America, Inc.
People who know these machines notice even the smallest things. That’s why we take the details seriously, right down to the last bolt. With 3D, we can create assets that are precise, believable, and easy to update when things change.
Sebastian Tauchen
Big Time
High-quality 3D assets function as long-term infrastructure, replacing repeated production cycles and enabling scalable content creation
Modular systems and core assets ensure visual consistency across markets while maximizing reuse
Hybrid production (real + AI + 3D) offers the strongest balance of realism, flexibility, and creative control
AI delivers the most value when it extends and adapts existing assets rather than replacing them
Competitive advantage comes from fast iteration and the ability to produce “impossible visuals” backed by a flexible system
Our Takeaway
“While 3D requires a higher upfront investment, it quickly outperforms traditional product photography by enabling endless reuse, faster iteration, and significantly lower long-term production costs.”
Contact Us
New projects, old projects, careers, press and other inquiries — reach out to us with anything.
Thank you
