CD Miguel Rato​ and the CG specialists at Steelworks team with live action production duo Rebecca and Kevin Joelson for this dreamy and flower-infused take on comfort and sleep for luxury bedding brand Boll & Branch.

ECD Chago Venable at Steelworks: “We collaborated closely with The Joelsons’ live-action team to help shape a warm, inviting visual world, enhancing beautifully shot footage with animated CGI floral elements that evoke softness, growth, and seasonal renewal.

“The client version was tailored to meet the campaign’s commercial needs, while our director’s cut expands on the original with extended floral animation, refined pacing, and a more immersive tone that showcases the expressive potential of CGI.

“During the pre-shoot R&D phase, we used fully CGI-built rooms to explore lighting, composition, and styling. This helped to visualize the tone and pacing of the final film before cameras rolled. These virtual sets allowed us to test ideas, align creative direction, and ensure a seamless transition between the live-action shoot and the final integrated visuals.
 

“By taking ownership of how live-action and CG would work together, we ensured the footage was captured with precision, resulting in a cohesive, elevated final film where practical and digital elements feel naturally unified.”

 
“To bring the concept of natural renewal to life, our team conducted extensive R&D focused on the behavior and choreography of blooming flowers. We studied time-lapse photography, growth patterns, and petal mechanics to develop animations that felt both organic and elevated.

“Building on our blooming animation system, we developed a layered choreography of movement throughout the film. Each flower’s growth served as the foundation for additional motion, petals unfurling into light, stems weaving gently through the space, and floral clusters cascading in carefully timed waves.

“In the early stages of the project, we used AI tools to rapidly explore visual directions and floral compositions. These generative references helped us iterate quickly on mood, form, and spatial arrangement, which provided a creative springboard before entering full 3D production.

“Our team led the creative and visual direction for the live-talent shoot, shaping key decisions around framing, lighting, and set design to ensure every moment aligned with our planned CGI integration. By taking ownership of how live-action and CG would work together, we ensured the footage was captured with precision, resulting in a cohesive, elevated final film where practical and digital elements feel naturally unified.”

Watch the (very poetic) live-action BTS film:

 
Client: Boll & Branch

Production: The Joelsons
Director: Rebecca Joelson
Cinematography: Kevin Joelson
1st AC: Marq Castagna
DIT: Mick Pacifici

VFX: Steelworks Studio
CD: Miguel Rato​
Art Director: Liam Pitchford
​Global Head of Production: Hannah Byers-Brown
ECD: Chago Venable
Producer: Antia Goicoechea
Design Lead: Sylvain Gaussens
Designer/animator: Julio Dean, Nil Estany, Sylvain Gaussens, Liam Pitchford, Afonso Soares, Martina Stifinger, Thiago Tallmann

Compositing/VFX: Coffee & TV, Gamma VFX Studio
Editor: Claudio Vasquez

Sound Design: Zelig Sound