Objectverse Converter – “Heavy to Light” Campaign
Client: Objectverse
Role: Creative Director
Formats: Static 3D Visuals, Animated Loops, Social Media Content, Short-Form Copy
How do you turn a highly technical product into a visual story that resonates instantly with designers, developers and digital studios?
Objectverse Converter is a powerful optimisation tool designed specifically for a focused but rapidly growing audience. It serves designers, developers and studios working with 3D assets for the web. Its core function is to compress and simplify 3D files for better performance, solving a very real problem in the context of modern websites, digital products and immersive brand experiences.
While the tool offers exceptional technical value, the greater challenge was communicating that value in a way that would be instantly understood, emotionally engaging and shareable on visual platforms. This was not just about showcasing features. It was about helping people recognise the problem they face, relate to the solution and understand what Objectverse could do for them within seconds.
I led the campaign from concept to final execution, crafting the core idea, visual direction, messaging and delivery across all touchpoints.
The campaign centred around a simple and universally understood visual metaphor: “Heavy to Light.” By transforming objects that are instantly recognised as heavy such as bricks, anvils and concrete slabs into smooth, inflated balloon versions, the idea became immediately clear. 3D assets no longer had to drag a website down. With Objectverse, they could lift off.
This visual system allowed for modular, high-impact campaign assets that worked across digital channels. Each rendered object became a standalone hero visual, paired with short and punchy copy targeted at creative studios, agencies and designers—people who understand the pain of bloated websites and long load times.
The messaging balanced technical clarity with creative optimism, pointing to what lighter 3D assets really mean in practice: faster loading, smoother experiences and far more creative freedom.
A bold visual campaign that doubled user growth and established a clear, reusable brand language through glossy CGI, modular design and emotionally resonant storytelling.
The campaign was a key contributor to Objectverse Converter’s user growth, helping the product double its user base through targeted distribution across social media and design-driven platforms. It clarified the product’s value at a glance and elevated the brand from a niche tool into a recognisable name within the 3D and web performance space.
The visual system featured high-gloss CGI renders, clean layout design and modular messaging frameworks. The balloon-object metaphor became a reusable visual language for future campaign content, onboarding material and investor decks. The tone of voice was technical yet warm, striking a balance between performance-focused communication and creative appeal.
Why it matters.
This project demonstrates the power of visual storytelling in translating technical tools into emotionally resonant ideas.
By creating an instantly recognisable concept, the campaign not only explained the product but made people care about its impact.
