In 2013, Wilson Creative was invited to help The Bergmann Group reimagine, organize and update the brands and catalogs within their company portfolio. One of the upstart divisions was a long-term care medical cart manufacturing division called Phoenix LTC. Previous publications used a hodgepodge of product images set in various environments and under different lighting. In the process of evaluating a strategy, we came upon the option of using 3D imagery to show all the options in their wide product range. The engineers were already using CAD software to design the products, so we imported their files to build a virtual photo studio that allowed us to depict an unlimited number of product configurations on the fly in a very consistent format.