We are genuinely excited to be bidding on this project. The creative is bold, playful, and visually ambitious, and we’re energized by the challenge of bringing it to life in a seamless 360 format.

This is exactly the kind of brief that excites us, where bold storytelling meets complex execution. The 360 format demands precision, control, and creative discipline, and we are confident in our ability to not only meet those demands but elevate them into something truly standout.

We see ourselves as a committed creative partner, capable of shepherding both the design vision and the technical execution from concept through final delivery. In close collaboration with Cactus, our focus will be on protecting the strength of the idea while delivering a seamless, photoreal, and immersive final product that exceeds expectations.

To create a truly photoreal 360° image for Facebook, we are using a hybrid CGI and AI workflow.

The environment will be built as a fully controllable 3D space in Blender using high-quality stock and bespoke assets. AI will then be used selectively to generate expressive, believable human characters. These elements are combined inside a true 3D scene and rendered using a spherical camera to produce a seamless equirectangular image ready for Facebook 360.

This approach gives us full control over environment accuracy and product placement, photorealistic AI-generated human performances, seamless 360 ° stitching, predictable revision checkpoints, and reduced retouching time. 

We believe this is the most stable, scalable, and visually convincing method available for this type of deliverable.

So why not just generate the entire image in AI from the beginning? Put simply, it introduces too many issues to correct.

Fully AI-generated 360 scenes introduce significant structural risks. AI models struggle to maintain consistent geometry across a full panoramic environment. Walls bend, shelves warp, and repeating textures often distort at seam lines. These issues become especially obvious in detailed spaces such as a record store filled with album covers.

Cleaning up inaccurate seams in a fully AI-generated 360 environment is labor-intensive and rarely invisible. It often requires extensive retouching and still risks visible artifacts.

By contrast, a true CGI-built room is mathematically seamless from the start. Geometry, perspective, and lighting are fully controllable. The spherical render produces clean stitch lines automatically.

Additionally, asking an AI image generator to create realistic humans directly in an equirectangular panoramic projection exaggerates common AI issues such as misshapen hands, teeth, and eyes.

By using standard perspective and adjusting this later, we are using AI at its best, focusing only on human performance, which is where it excels. This division of labor between CGI and AI results in architectural stability, realistic human expression, controlled revision points, minimal seam correction, & predictable production timelines. 

This is not simply a creative preference. It is a technical strategy designed to maximize realism, efficiency, and reliability in a Facebook 360 environment.

TRG leverages AI to help brands expand and evolve their visual storytelling faster and more efficiently, without sacrificing accuracy or craft.

By combining high-fidelity CGI environments with our proprietary prompting and refinement systems, we generate scalable, photoreal imagery tailored to a brand’s aesthetic and strategic needs. Every asset passes through TRG’s expert creative and technical oversight, ensuring results that remain intentional, cohesive, and on-brand.

It is a smarter way to bridge content gaps when timing, scope, or budget make traditional production impractical, while still maintaining a premium standard

TRG regularly partners with Ohio Lottery, giving us deep familiarity with the regulatory considerations required for this category, as well as a strong instinct for executing the heightened, larger-than-life reactions this kind of creative demands.

The commercial below was produced for the Ohio Lottery’s Mega Millions campaign and aired in 2025.

In addition, together with our partners at Hart, we have recently completed several new spots scheduled to air soon, further demonstrating our ongoing collaboration and momentum in the category.

For additional context about our company, the sections below offer a broader look at TRG and our capabilities. We invite you to begin by exploring our production facility, a purpose-built space designed to support ambitious creative at scale.