Created in collaboration with Pixels & People and Smiling Wolf, this project explored how far CGI could be pushed inside a platform that wasn’t built for it.
Every asset was designed with intent — not just visually, but technically.
Heavy geometry, layered UVs and multiple textures weren’t viable.
A fully functional TikTok experience combining real-time interaction with stylised CGI outputs.
Created in collaboration with Pixels & People and Smiling Wolf, this project explored how far CGI could be pushed inside a platform that wasn’t built for it.
The idea was simple: a playful, personality-led TikTok experience —
“What food are you?” — using stylised IKEA food products as the outcome.
The execution was anything but simple.
Designing for Constraint
Every asset was designed with intent — not just visually, but technically.
Heavy geometry, layered UVs and multiple textures weren’t viable.
So the solution was to simplify — without losing character.
Creating Depth Without Weight
To avoid flat visuals, live CG elements were introduced:
This gave each food item presence — without exceeding platform limits.
Custom Shader Development
Working closely with the wider team at Pixels & People and collaborators at Smiling Wolf, we moved beyond off-the-shelf techniques.
We developed:
These shaders recreated painterly surface detail and variation — while staying within TikTok’s runtime constraints.
A fully functional TikTok experience combining real-time interaction with stylised CGI outputs.
Playful, Characterful Outputs
Users are matched with IKEA food items — each rendered with a distinct personality and visual identity.
Built for Mobile Performance
Every asset was optimised to run smoothly within TikTok’s strict technical environment — without compromising visual quality.
Seamless Integration
The CGI work wasn’t standalone — it was fully integrated into a working TikTok effect, combining:
If your website needs to work harder for your business — or you’re planning something new and want experienced input from the start — we’d be happy to talk.
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Case Study Summary
For IKEA, we transformed CGI ideas into social-first campaign creative that felt native to fast-moving channels while still staying recognisably on-brand.
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