Mascarello Roma 2024
For Mascarello Group, we developed a package of 25 fully CGI images for the Roma family campaign — a lineup composed of three bus models. The key challenge and defining element of the project was rooted in the campaign brief itself: presenting all three models simultaneously within a single, cohesive, and carefully crafted environment.
DBPV - Brazil
To meet this concept, the entire set was modeled and built from scratch in 3D by the ICON team, with no background photography or external elements. This complete control over the environment made it possible to position all three buses within the same scenario with perfect harmony in lighting, perspective, and scale — something that would be virtually unfeasible in a conventional photo production, which would require large-scale locations, complex logistics, and ideal natural lighting conditions. In CGI, every detail was fine-tuned to showcase all three vehicles simultaneously, delivering images with global campaign quality and visual consistency across the entire package.
Beyond the exterior images, the project also included the production of interior shots of the Roma family buses — and this was one of the most detailed and technically demanding aspects of the entire campaign. Accurately reproducing a bus interior in CGI requires an exceptionally high level of technical precision: every seat, panel, trim, window, handrail, and finishing detail must be modeled and textured with care to convey the quality and comfort that Mascarello delivers to the end passenger. Interior lighting also presented its own challenge — balancing the natural light coming through the windows with the artificial ceiling lighting, while preserving the sense of spaciousness and comfort within the environment. The result is a set of interior images with a high degree of realism, clearly communicating the comfort, ergonomics, and finishing quality that distinguish each model in the Roma family.
