Hi, I'm Artem — founder of Woonsel, a CGI studio.

We recently figured out our positioning. One project made that happen. Here's how it started.

The client

The client is Automotive Virtual Tours (AVT) — a US-based startup that produces seamless interactive 3D tours of any vehicle. Cars, boats, aircraft, you name it. I found them on a job board. They'd posted a motion designer vacancy. I applied.

The person who held it all together

We got on a call with the founder. He walked me through the technology, showed me what they already had. Then he said the thing that set the tone for everything that followed: the person who had been building their shooting tutorials couldn't continue. They needed someone to step in quickly.

Almost every company has that person — the one who holds the critical process in their head. While they're around, everything works. Nobody notices the dependency. When they leave, it becomes clear there was never really a system. There was just them.

The briefing that changed everything

The next day I was on a call with the AVT team for a proper briefing. We spent an hour and a half breaking down a single vehicle body type. I didn't yet understand the full scope, but one thing was already obvious: AVT had a precise, patented shooting methodology. To get a smooth, seamless tour, you had to follow it exactly — no improvisation.

There were a lot of details. I asked about all of them — it mattered for the work itself and for pricing. Somewhere in that call, I realized I really wanted this project.

No in-house operators — just anyone who signs up

Then came the detail that reframed the whole thing.

AVT has no in-house operators. Their model runs on a partner network: anyone can sign up through a form on the website, find clients, show up, shoot any vehicle, and earn a commission per tour.

That meant the tutorials weren't for a trained internal team. They had to work for a complete stranger with zero preparation — someone who arrives, opens the app, and needs to know exactly what to do at every step, without making mistakes and without calling support.

I finished the briefing and went to put together a proposal. That turned into a pilot. The pilot turned into a retainer that's been running for a year and a half — and it's still active today.

When I understood what it actually meant to build tutorials for "anyone off the street," it became clear that a regular video wasn't going to cut it. More on that next.