CS: Grip | Billy Portfolio

CASE STUDY

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Objective.

In collaboration with Grip, Mars Wrigley has transformed production of its product imagery by implementing Digital Twins, Shelf Control, Video Control, and Content Configuration. This initiative aimed to enhance content scalability, streamline production workflows, and drive efficiency across global markets.

The project leveraged Grip’s automated content creation capabilities to generate high-quality, platform-ready assets for e-commerce, retail media, and digital marketing, ensuring brand consistency and speed to market while significantly reducing costs.

The Challenge.

As digital commerce continues to evolve, Mars Wrigley faced several key production challenges:

Inefficient Asset Creation: Traditional photography and video production were time-consuming and resource-intensive.
Lack of Scalability: Creating consistent, platform-specific content across multiple markets was difficult.
Production Bottlenecks: Adapting content for different brands, retailers, and regions required manual adjustments, slowing down execution.
Cost & Time Constraints: Producing assets at scale required significant investment, with each adaptation incurring additional costs.

Old

New

Approach.

To overcome these challenges, we partnered with Grip to implement a Virtual Studio powered by Digital Twins and automation tools, including:

1. Digital Twins for Scalable Content Creation

Created high-quality, hyper-realistic digital versions of product packaging.
Allowed for endless content adaptation without requiring new photoshoots.
Ensured 100% brand consistency across all markets.
Delivered 80% cost savings and 60% faster production turnaround.

2. Shelf Control for Retail Optimisation

Developed a virtual shelf environment to visualise product placements across different retailers.
Enabled data-driven decision-making on product visibility and pack design.
Optimised merchandising strategies through digital simulations.

3. Video Control for Dynamic Content Creation

Automated the production of market-specific videos using modular templates.
Allowed for quick adaptation of text, visuals, and voiceovers to fit different languages and regions.
Eliminated the need for expensive re-edits, reducing costs and turnaround time.

4. Content Configuration for Adaptive E-Commerce Content

Leveraged AI-driven automation to tailor e-commerce assets for various platforms, retailers, and ad formats.
Ensured that every asset was optimised for search, retailer media, and paid social.
Allowed for mass personalisation at a fraction of traditional production costs.

The Work.

Results.

The integration of Grip’s Virtual Studio has driven measurable improvements in creative production:

COST EFFICIENCY – 80% cheaper than traditional production methods.

SPEED TO MARKET – Content delivered 60% faster, enabling real-time campaign execution.

SCALABILITY – Adaptations can now be rolled out across multiple markets instantly.

BRAND CONSISTENCY – 100% accurate product renders with uniform lighting, materials, and branding.

RETAILER-SPECIFIC OPTIMISATION – Custom product visuals tailored to retailer requirements, improving search rankings and conversion rates.

Key.

Fine-tuning brand colour accuracy – Ensuring colour consistency across all product renders.

Enhancing lighting and material reflections – Improving realism in product visuals.
Scaling beyond MVP – Expanding Grip’s capabilities across all Mars Wrigley brands and global markets.
Integrating AI-led automation – Further optimising content workflows for efficiency.

Provides guidance as to how different materials and shapes will react in the style lighting setup.

Business Impact.

This project marked a major step forward in digital content innovation at Mars Wrigley. By partnering with Grip, we’ve established a scalable, cost-efficient, and future-proof creative production model that meets the demands of modern digital commerce.

By continuing to refine this approach, we have further accelerated creative transformation, ensuring that Mars Wrigley brands remain at the forefront of digital storytelling and e-commerce excellence.