CASESTUDY

Revealing the Invisible

CGI & VFX for SharkNinja’s PowerPro Cleaner

A blend of CGI and live action helped bring the PowerPro’s hidden performance features to life, articulating suction, filtering, and internal mechanics. 

Shark came to Fakery with a clear challenge: how do you communicate the technical sophistication of their latest vacuum cleaner in a way that's both visually compelling and easy to understand? Their new PowerPro upright model features multiple internal innovations, things that matter to customers but are challenging to see or articulate through live action alone.

Our solution combined CGI, VFX, and live-action integration to create a film that goes beyond surface-level aesthetics. The live-action integration was crucial in grounding the technical aspects in a relatable context, ensuring the film remained connected to Shark's broader brand aesthetic while allowing for moments of heightened visual storytelling. It tells a layered product story, visually revealing what's hidden, highlighting how the product works, and giving weight to features that might otherwise go unnoticed.

We opened with a close-up of the vacuum's new blade system, a key differentiator in the PowerPro's performance. Using CGI, we were able to isolate this single feature in hyper-realistic detail and then build the rest of the vacuum head around it in a dramatic unfolding sequence. It's a moment that sets the tone for the film: technical storytelling with a cinematic impact that engages and excites the audience.

We used macro shots to significant effect throughout. With CGI, we could sit beneath the roller, inside the dust path, or at filter level, offering perspectives that would be impossible to capture practically. These viewpoints helped us communicate how dust is collected and filtered, not just as a visual gimmick but as a way to clearly express product benefits that matter to the end user.

One key moment involves tracking the suction trail. Starting with debris being drawn into the cleaner head, we followed it through the vertical pipe and into the dust cup, then transitioned seamlessly into a cross-section of the filter mechanism. Here, we zoomed in to the microscopic level, visualising how HEPA filtration captures fine particles and allergens, translating dry technical information into something immediate, understandable, and visually memorable.

Blending CGI with live action helped ground these technical sequences in the real world, ensuring the film remained connected to Shark's broader brand aesthetic while allowing for moments of heightened visual storytelling.

For Shark, CGI wasn't just a visual enhancement; it was a strategic tool to articulate what was unique about their product in a way that was hard to achieve otherwise. It was a carefully planned bridge between engineering detail and consumer understanding, offering clarity and impact without relying on words or diagrams.

At Fakery, CGI has the most value when it comes to giving form to the unseen, helping brands tell product stories that resonate, and revealing the magic in the mechanisms. Our unique approach and expertise bring exclusive value to every project we undertake.

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