Creating the City Bank American Express CGI Film

Some projects are loud by nature. This one wasn’t meant to be.

The City Bank American Express Card CGI film was about restraint—precision over spectacle, confidence over excess. From the very beginning, our vision was clear: create a minimalistic yet powerful animation that communicates the rough, tough ideology of the metal card while aligning perfectly with the refined expectations of elite users.

This wasn’t just about showing a card. It was about making the audience feel its weight.

Defining the Visual Language

The first step was understanding what the card represents. A metal American Express card carries a certain promise—strength, reliability, exclusivity. Everything in the visual language had to reinforce those ideas. No unnecessary motion. No decorative elements without purpose. Every frame needed to feel intentional.

We leaned into contrast: darkness and light, smooth motion against raw surface detail. The goal was to let the material speak for itself.

Material Accuracy and Surface Detail

One of the most critical aspects of this project was accurately portraying the metal card aesthetics. Metal is unforgiving. Any mistake in shading, roughness, or reflection instantly breaks realism.

To achieve this, we converted high-resolution image data into high-quality normal maps, allowing us to preserve micro-details—scratches, subtle dents, and surface imperfections that suggest durability without looking damaged. These details were essential in communicating that the card is not fragile or ornamental, but engineered and robust.

Lighting was kept deliberate and controlled. Hard highlights revealed edges and engravings, while softer falloffs maintained the premium feel. Nothing was over-polished. The card needed to look earned, not decorative.

Particle FX as a Supporting Character

Rather than using particles as visual noise, we treated particle FX as a narrative tool. The particles represented friction, impact, and energy—elements that subtly reinforce the card’s “rough and tough” ideology.

They interacted with the surface, flowed around edges, and responded to motion, grounding the card in a physical world rather than a purely abstract space. The key was balance: enough presence to add texture and depth, but never enough to steal attention from the product itself.

Motion: Confidence Without Rush

The animation itself was intentionally restrained. Movements were slow, controlled, and confident. No fast cuts. No aggressive camera swings. Elite products don’t chase attention—they assume it.

Every camera move was designed to showcase form, thickness, and material strength. The pacing gave viewers time to absorb details, reinforcing a sense of permanence and trust.

A Clean, Minimal Finish

Throughout the project, we constantly asked a simple question: Does this serve the idea?
If the answer was no, it didn’t make it into the final cut.

This discipline helped us maintain a clean, minimal aesthetic that aligns with American Express’ brand language while still giving the card its own personality—strong, uncompromising, and refined.

Conclusion

The City Bank American Express Card CGI project was an exercise in precision and restraint. By combining particle FX, high-quality normal mapping, and carefully controlled lighting and motion, we created a film that doesn’t shout—but leaves a lasting impression.

It reflects a card built for people who value strength, credibility, and quiet confidence. And in many ways, that philosophy guided our entire process: let the details do the talking, and trust the audience to notice.

Sometimes the most powerful visuals are the ones that know exactly when to stop.