ESD x RAW Rolling Papers. From Physical Product to 3D Render

As Head of Creative, I led this project in close collaboration with our 3D designer, overseeing the full 3D modeling process for the ESD x RAW Rolling Papers packaging. The workflow was structured around several critical stages to ensure a technically accurate and production-ready final result.

We began with a precise dimensional audit of the packaging, mapping both interior and exterior geometry and identifying shared measurements across SKUs to streamline the modeling pipeline and eliminate redundant work. From there, we conducted a detailed material and texture analysis evaluating surface finishes, structural shapes, and color accuracy to ensure a photorealistic representation. Subtle imperfections were deliberately introduced into the models to replicate the natural, tactile qualities of the physical product, avoiding an overly synthetic or "too-perfect" digital look.

My role centered on providing clear strategic and art direction to the 3D modeler, reviewing each development milestone against our established visual standards before advancing to the next stage. The project was executed over a four-week production timeline, culminating in a full set of final renders delivered across all angles required for our advertising campaign.

This project also marked a strategic shift in our production pipeline: physical product photography, previously used for campaign assets, was seamlessly replaced by 3D renders reducing production time and cost while maintaining full creative and visual control over the final output.