Too Complex to Film, Perfect to Animate: 3D Product Videos for Kuraray Noritake 

mynd created 3D product videos for Kuraray Noritake, bringing a new product launch to life by turning complex dental products into clear and visually compelling animations.

Kuraray Noritake is a Japanese dental materials company with a strong European presence, supplying dentists and dental technicians with some of the most advanced products in the industry. From adhesives and composites to CAD/CAM materials and zirconia, their portfolio bridges precision engineering and clinical performance.

Kuraray Noritake was preparing to launch three new dental products in 2024. The challenge was significant: these were not products you could simply film. Their key benefits, ultra-fine particle dispersion, microscopic adhesive layer formation, and light diffusion technology, all happen at a level invisible to the naked eye. A standard product video would have shown a bottle or a syringe. What Kuraray needed was something that could show the science behind it. Magdalena Rutte, Regional Marketing Activation Lead for Europe, represented Kuraray Noritake throughout the project.

As Magdalena put it: “We knew we had to come up with something out of the box.”

The objective was clear: create a series of videos that would compellingly communicate the unique properties of each product in a way that would resonate with an expert audience of dentists and dental technicians across Europe.

The videos were set to premiere at a major European symposium, putting the timeline under real pressure. From kickoff to delivery, the entire production, three complex 3D videos, had to be completed in just two months.

When Kuraray came to mynd, the brief was clear: create something out of the box. Something that would do what a camera simply cannot, make invisible science visible. 

The answer was 3D animation. Not just because it looks premium, but because it was the only medium capable of taking viewers inside a dental product, down to a microscopic level, and back out again, all within a single, seamless visual journey. This became the big idea that shaped everything. 

A dedicated team of five specialists handled the project from the mynd side, bringing together expertise in art direction, storyboarding, 3D modelling and animation, and sound design. 

From there, mynd followed a structured creative process. Before a single 3D frame was rendered, the team developed detailed storyboards for each video, mapping out every scene, camera movement, and key message. Some examples can be seen in the images below. This phase was done in close collaboration with the Kuraray team, ensuring every visual decision was both creatively strong and technically accurate.

Visually, mynd built on Kuraray’s existing campaign identity. The neon sinusoidal lines and half-sphere elements already present in the broader campaign became the visual backbone of the animations. Each video opens with the same bold scene: all three products presented on glowing pedestals, in a video game-inspired selection sequence, before the camera zooms in to focus on the featured product.

Examples of early sketches:

Bringing the storyboards to life required both technical precision and creative problem-solving. The team worked primarily in Cinema 4D and Redshift for the 3D modelling and rendering, with Adobe After Effects and Adobe Premiere Pro handling the post-production. Sound design was handled by a dedicated specialist, ensuring the final videos felt as polished in sound as they looked visually.

Several scenes pushed the team’s technical abilities in interesting directions. Achieving the right level of realism for the teeth, getting the translucency, colour, and fine detail just right, was one of the most demanding aspects of the production. The molecular-level sequences required the team to visualise processes that happen at a scale invisible to the human eye, some examples of which can be seen in the images below, translating scientific accuracy into something visually engaging and easy to follow.

Examples of the preview renders of molecular-level sequences:

Some of the most technically ambitious moments included fluid simulations, where the adhesive bond forms and spreads across the tooth surface, hair simulations for the brush applicator, and a candy crack simulation demonstrating the material’s strength, as can be seen in the examples below.

Examples of the preview renders:

As mynd’s art director Peter Kajan noted, these may look effortless in the final video but required significant technical work to execute seamlessly.

Throughout production, mynd and Kuraray maintained close communication, with detailed feedback exchanged at every stage to ensure complete technical and scientific accuracy.

More examples of the preview renders:

The videos premiered on 4 November 2024 at a major European symposium, where Kuraray Noritake had chosen to pre-launch all three new products to an exclusive audience: their most esteemed cooperating dentists and dental technicians from across Europe. This was not a general public reveal. It was a room full of experts who understood exactly what these products were supposed to do, and exactly what it would take to impress them.

The reaction spoke for itself. Based on the audience’s response at the symposium, Kuraray were already confident the videos would perform just as well with their broader customer base at the upcoming trade fair.

For mynd, the result was equally meaningful. Delivering three visually stunning videos that the client genuinely loved, in support of a successful product launch, was exactly the kind of outcome the team had worked toward from the very first briefing call.

Some examples of before and after:

Magdalena Rutte, Marketing Activation Lead for Europe at Kuraray Noritake, summed up the collaboration: “Our company’s products are sometimes not easy to explain; they consist of sophisticated chemical components and are part of complex processes intended for dentists. Thanks to the videos from mynd, we were able to show and explain how they work, and it looks great too. We used the videos at a conference for top dentists from all over Europe and everyone was very impressed! We would definitely recommend mynd to other companies.”

In her own words, the process was just as impressive as the result: “The excitement of creating something together was truly palpable. I felt that everyone was deeply involved in the project, responding quickly, bringing new ideas to the table, and showing us possibilities we hadn’t even imagined. All videos were further used in social media posts, client presentations, and at trade fairs across Europe – in a true 360-degree campaign.”