For Excel Homes "Simply Better Built" campaign, I developed a modular wooden block system used to construct a miniature version of a real home.
My role focused on designing the logic of the set: breaking the building form into a limited number of repeatable wooden units, testing the assembly digitally, and preparing 3D visualizations and production notes for the physical build. The final system was then produced as a real set of wooden pieces and used by Studio Dialog during the campaign shoot.
Type
Commercial
Commercial
Year
2026
2026
Role
Prop Designer & 3D Visualization
Prop Designer & 3D Visualization
Credits
Client / Excel Homes
Campaign / Simply Better Built
Agency / C&B Advertising
C&B Creative Director / Phil Copithorne
C&B Account Director / Nicole Ford
C&B Art Director / Luke Callahan
Starring / Mick McGowan
Director & DP / Steve Seeley
Producer / Stephanie Jager
1st AC / Bob L’Heureux
Key Grip / Alyssa Howland
Gaffer / Charlie McNeil
Hair & Makeup / Nicole Saxton
Wardrobe / Ghyslaine Leroy
Swing / Driver / Mac Boyle
Carpenter / Ben Leon
Edit / Ryan Bouman & Steve Seeley
Colour Grade / Shelley Fried
Prop Designer & 3D Visualization / Artie Hinz
Audio / Six Degrees
Client / Excel Homes
Campaign / Simply Better Built
Agency / C&B Advertising
C&B Creative Director / Phil Copithorne
C&B Account Director / Nicole Ford
C&B Art Director / Luke Callahan
Starring / Mick McGowan
Director & DP / Steve Seeley
Producer / Stephanie Jager
1st AC / Bob L’Heureux
Key Grip / Alyssa Howland
Gaffer / Charlie McNeil
Hair & Makeup / Nicole Saxton
Wardrobe / Ghyslaine Leroy
Swing / Driver / Mac Boyle
Carpenter / Ben Leon
Edit / Ryan Bouman & Steve Seeley
Colour Grade / Shelley Fried
Prop Designer & 3D Visualization / Artie Hinz
Audio / Six Degrees
Video
The project was built around a modular miniature system designed to translate the form of a real building into a physical wooden prop.
The structure is based on a 2.5-inch grid and reduced into a limited set of repeatable geometric units. A flat cut plan was used to define every piece before fabrication, with each component tracked through top, front, side, bottom, and perspective views to confirm how the final miniature would assemble.
Together, the 26 components assemble into a miniature house form, with the rectangular and square pieces forming the base and walls, and the triangular units defining the roof structure and angled architectural details. The system was developed through 3D visualization, layout testing, and annotated production notes to support the fabrication of the real wooden pieces used on set.
Maple wood visualization
Walnut wood visualization
Birch wood visualization
Oak wood visualization
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