Engineering the concept of 'Life Without Friction' through hyper-realistic CGI. A high-octane commercial combining automotive cinematography, internal engine mechanics, and advanced fluid dynamics.
00
Problem
Eiffel Lubricants needed to visualize their brand promise "Life Without Friction" in a way that live-action cinematography simply could not achieve. The challenge was to depict the visceral power of an engine from the inside out, seamlessly blending the microscopic protection of the lubricant with the high-speed performance of a McLaren supercar, all while maintaining a premium, golden aesthetic that elevated the product above standard industrial oil.
Solution
We bypassed traditional filming to create a fully digital production pipeline. Using 3ds Max for high-fidelity mechanical modeling and Unreal Engine for photorealistic rendering, we simulated the physics of viscosity and velocity. We rebuilt the McLaren and its combustion chamber as digital twins, allowing us to visualize the oil’s protective flow over pistons and gears before transitioning seamlessly to the aerodynamic elegance of the track.
How do you film the invisible force that keeps a supercar alive? You don't film it; you simulate it.
For "Life Without Friction," DOVA Digital transformed a technical product (motor oil) into a visual protagonist. We approached this project as a dual simulation: mechanical and organic.
First, we engineered the "Heart of the Beast": detailed piston animations and combustion cycles created in 3ds Max. We then used advanced fluid solvers to simulate the oil not as a static liquid, but as a dynamic, golden shield protecting the engine under extreme heat and pressure.
Finally, we brought the machine to life. Using Unreal Engine, we placed a digitally recreated McLaren in a cinematic environment, matching the speed of the car with the fluidity of the oil. The result is a 100% CGI commercial that feels physically real, demonstrating our ability to handle complex physics simulations and high-end automotive visualization.
01
02
03
04
05
06
07
08
09
010
011
012
013
014
015
see also
