Hill's Prescription Diet.A bag that looks full.
Photoreal 3D pet food bags for Hill's, made for VML: one 4 lb bag with real weight, settle and crinkle, four Prescription Diet products from the same rig, and white-label master bags the team could relabel themselves.
One bag that could become any bag.
The scope was two things in one model: a photoreal "white label" bag that could be customised for multiple products, and four product-specific versions of it for Prescription Diet, all for digital banner work. The bag had to read as a real, full bag of kibble at 300 pixels wide, and hold its label through every fold.
- Client
- Hill's Pet Nutrition, via VML
- Products
- Prescription Diet Cognitive + Mobility (brain care + j/d), feline and canine; Multi-Organ Complex Support, feline and canine
- Delivered
- 4 lb bag renders with transparency, a 360° turntable, an in-context office scene and a stacked-bag motion test; master bags (Dog, Cat, blank) as OBJ and Adobe Dimension files
- Tools
- Cinema 4D + Redshift, Adobe Dimension, Photoshop
Three ways a bag can sit.
Round one answered a single question: how full should the bag look? The same j/d feline bag was built three ways and dropped into the 300×600 banner layout, so each option could be judged at the size people would actually see it.
- StandardSquared, upright, the shape on the shelf
- SmoothRounded shoulders, film pulled tight
- WrinkledKibble settled low, crinkles across the top
Thirteen passes on one crinkle.
The wrinkled bag went forward. Getting it right took thirteen versions of the scene (v11 to v23) in under four weeks: where the film creases at the shoulders, how much the front bows, how the crimped top folds, and how far the label can distort before it stops reading.
Front, back, and everything the vet reads.
The finished bag carries the full label on every face: condition and formula on the front, feeding guide, nutrition panel and barcode on the back. The light is kept soft so highlights roll across the creases and the label stays readable through every fold.
One rig, four bags.
Once the bag was right, the range was a label swap. Cognitive + Mobility for dogs followed in July and both Multi-Organ Complex Support bags in August, each with the same shape, film and light, so they sit together on any page. The same rig went into two motion tests: the range tumbling through kibble for social, and the bag on a home-office desk.
The white-label half of the brief.
Alongside the Prescription Diet bags, Hill's masterbrand bag became its own 3D asset: the Hill's mark, a kibble window, and a different kibble for dogs and cats. Each was remeshed and its label baked to clean textures, then handed over as OBJ and Adobe Dimension files, with a blank version, so VML's team could stage and relabel the bag in their own tools.
One mesh, any label.
What the handoff makes possible, rendered in 2026 from the delivered mesh and its baked textures: the blank bag beside the two labelled ones, the window up close, and one bag that changes label each time its back turns to camera.
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