Mutti Red Tour Experience
Bringing the Invisible to Life
Mutti Red Tour 2026: An Immersive Experience at the Intersection of Technology and Tradition
Every year, during the tomato harvesting season, Mutti invites its partners and stakeholders to discover its production chain, following the tomato’s journey from field to can. This is the Red Tour: an opportunity to explore the heart of production and gain first-hand insight into the people, technologies and processes that contribute to the quality of its products.
For the 2026 edition, we created an immersive video installation designed to take viewers inside industrial machinery and production facilities, revealing what normally remains hidden from view. Through photorealistic 3D CGI content, we showcased the technology and precision behind Mutti’s innovative tomato processing methods.
Using photorealistic 3D CGI, we transformed complex technical processes into an engaging visual experience, making the operation of machinery, precision engineering and the various stages of tomato processing accessible and easy to understand.
Bringing the Invisible to Life
Industrial technology is built around mechanisms, flows, movements and interactions that often take place inside machinery and systems that are not accessible to the eye. Communicating these processes requires a visual language that goes beyond the limitations of traditional representation.
For this project, photorealistic CGI production became a storytelling tool: materials, fluids and mechanical systems were brought to life through photorealistic imagery, offering a new perspective on the production process.
The immersive installation allows visitors to get closer to the technological complexity of the facility, transforming engineering into a visual experience where technical precision, realism and dramatic visual impact work together.
When Innovation Enhances Tradition
Bringing tradition and innovation together is a challenge that requires balance. Tradition preserves a heritage of history, experience and values, while innovation introduces new tools and possibilities to interpret and enhance it.
In Mutti’s case, a story rooted in Italy that spans nearly 130 years, technology becomes a means of showcasing expertise built over generations. Not to replace it, but to make it visible from a new perspective.
This is where immersive storytelling finds its deepest meaning: using the potential of CGI and 3D visualisation to bring audiences closer to the reality of industrial production, revealing the complexity and precision behind a familiar product.
Technology and Creativity in the Service of Immersive Storytelling
With the Mutti Red Tour 2026 project, we brought together creativity, digital technologies and 3D visualisation to create a narrative that combines technical content with an emotional experience.
From the photorealistic reconstruction of machinery and industrial processes to the design of content for immersive installations, our approach aims to transform complex information into visuals that engage, explain and leave a lasting impression.
We would like to thank Mutti for opening the doors to its world of production and giving us the opportunity to help tell a story in which tradition, expertise and innovation continue to evolve together.
