USM - Soft Panels

For the launch of the new USM Haller Soft Panels, sooii developed a series of new residential and workplace environments showcasing how the textile insets add colour, texture and a softer, more playful character to the classic modular system. The visual concept ranged from a contemporary modernist home with strong mid-century influences to an open-plan office shaped by soft industrial minimalism. Existing campaign imagery was also reworked to seamlessly integrate the new product range.

As Lead 3D Artist, I worked closely with our production team and designers to develop the architecture, create accurate digital twins and fabric materials, and define the overall look and feel of the project through to final delivery. Alongside the traditional CGI workflow, we also experimented with AI-generated people imagery, using the project as an opportunity to explore how emerging techniques could extend established production methods.