TreCe
Lilli Shelf

"A product that builds itself, one frame at a time."

TreCe needed a way to communicate the Lilli Shelf's defining feature, its modularity, to both social media audiences and internal stakeholders. A static image could show the product, but it could not show the idea. The goal was to make the shelf's adaptability feel immediate and tangible.

The approach centered on a stop-motion style animation that would let the product speak for itself. Rather than simply presenting a finished shelf, the animation breaks it apart and rebuilds it into different configurations, making modularity the visual language of the piece. Every component was modelled and rigged as a separate element, giving full control over how each part entered, moved, and connected on screen.

The primary challenge was scale. Hundreds of individual parts each required their own keyframing, and doing this within a three week timeline demanded a disciplined, methodical workflow. Blender, Fusion 360, After Effects, and DaVinci Resolve were used across modelling, texturing, animation, and post.

The final deliverable was a 30 second animation accompanied by a set of still images, formatted for both social media and internal presentation use. The animation gives TreCe a versatile asset that functions as both a product demonstration and a brand statement.