Every Catit photo and film begins with an idea, but how we bring it to life depends on what is right for the cats involved. Sometimes we work with real cats in their homes or our studio, while other stories call for digital production. Whatever the approach, their health and comfort always come first.
Real cats, on their terms
Whenever possible, we organize photo and video shoots in cats’ own homes. Familiar surroundings and loved ones nearby help them feel at ease and interact with our products in their own way.
Cats invited into our studio are always accustomed to new faces, unfamiliar surroundings and receiving plenty of attention. We give them time to settle in, become familiar with the space and interact with our team at their own pace.
Whether filming at home or in the studio, we never force a cat to perform or act a certain way. If they are not interested in participating, we respect their choice and adjust the script, change the shot or simply return another day.
When we need to photograph a product in a specific lifestyle setting, we work with cats that are comfortable in a calm, controlled studio environment. They are photographed against a neutral background, and the final setting is created digitally during post-production.
This allows us to create a variety of lifestyle images without transporting cats to multiple locations simply to photograph the same product in different environments. Throughout the shoot, we keep the experience relaxed, positive and playful.
Creative freedom without compromising cats’ well-being
Cats inspire our products and the stories we tell. Their agility, heightened senses and fast reflexes can take our imagination almost anywhere. However, not every idea can or should be captured with a real cat. Some scenes may involve actions that would be difficult, unsafe or impossible to film. Others may require a particular movement to be repeated several times.
This is where editing and digital production give us greater flexibility. We can combine real photography and video with 3D models, animation and other digital techniques to complete a scene or create an entirely new world. CGI allows us to tell stories as we envision them without expecting real cats to perform on command or do things they simply can’t do.
Our office cat Pixi stars alongside a computer-controlled camera system.
The dream sequence in our Catit Signature film, for example, shows a cat performing extraordinary athletic feats. Before production, we discussed these scenes with our cat welfare team and decided to create them digitally rather than ask a real cat to perform dangerous jumps or repeated actions.
The sequence was given a playful, cartoon-inspired style reminiscent of a classic cat-and-mouse animation. This makes its fictional nature clear while celebrating the agility, speed and hunting instincts of cats.
What is CGI?
CGI stands for computer-generated imagery. Our CGI productions can combine digital graphics, 3D models and animation with real photography and video. More recent creative workflows may also include selected AI-assisted tools. Together, these techniques help us create or enhance scenes that would be impossible to capture with a camera alone, always prioritising real cats’ health and comfort.
Human creativity in every frame
Whether a production looks highly realistic or playfully cartoon-inspired, our team brings together close observation, creative storyboarding and technical knowledge to create the finished story. By combining digital creativity with the respectful treatment of real cats, we can celebrate everything that makes cats extraordinary while always putting their health and well-being first.
Our approach to responsible production also extends to our studio, which is powered by solar energy and reduces our reliance on conventionally generated electricity.
Cats always come first
Whether we are working with real cats, digital characters or a combination of both, every creative decision is guided by the same principle: telling engaging feline stories while always prioritizing the health, comfort and well-being of real cats.
