"From Idea to Spin-Off: the Story of Our CGI Department and the Founding of Luftschloss"
By Marius Rieg · · 2 min read
Summary: In 2015 we built a CGI department at Gieske Studios, starting as a small team with a lot of enthusiasm. Through a self-developed real-time motion-tracking software it grew into more than a department could hold – in 2024, Luftschloss was spun off as an independent agency.
In 2015 we started a new department at Gieske Studios focused on computer-generated imagery. Building a dedicated CGI department wasn't an obvious move for a photo studio at the time – but we wanted to explore what digital image creation could do, rather than watch others explore it first.
The early days
By then, Gieske Studios was already known for high-end catalog and advertising photography. Still, it was clear that CGI could take our work to a new level. With a small team we shipped our first projects – mostly commercials and short animations. The beginnings were tough, but the market for high-quality CGI production was growing noticeably. We invested in hardware and software, and with every production the team and our reputation grew a bit further.
From a small team to its own discipline
In the years that followed, the department grew steadily. We brought on artists and project managers who didn't just know their craft but shared the same drive for technically ambitious solutions. A turning point was developing our own interactive motion-tracking software with real-time integration: it captures movement live and feeds it directly into CGI projects. For advertising, and especially for applications in virtual reality, that gave us an edge you can't simply buy – you have to build it.
The step toward spinning off
As the department grew, it eventually became clear that its full potential could only unfold as an independent company. In 2024, the time had come: Luftschloss was founded. As its own company, we can now focus entirely on interactive AI, CGI, and real-time projects instead of being one department among many.
What stays
Our motion-tracking software remains a core piece of Luftschloss today – we keep expanding it, and I still see a lot of potential there, especially in virtual and augmented reality. Our roots at Gieske Studios and Luftschloss's new independence aren't a contradiction to me – quite the opposite: without nine years as a department, the agency wouldn't exist in its current form.
Conclusion
The path from department to spin-off wasn't a leap but a slow growth into something that eventually outgrew its original frame. More on our current projects is on the Luftschloss website.