As Technical Director, I led an in-depth evaluation of NVIDIA RTX hardware's real-time ray tracing capabilities, using a fully propped 3D IKEA kitchen scene as the test case. The goal was to optimize the scene for seamless performance on cutting-edge hardware while maintaining the highest visual fidelity, which included evaluating the hardware's ability to handle complex lighting, reflections, and material details in real-time. The project not only explored the full potential of NVIDIA RTX but also allowed for the development of new workflows to produce high-quality marketing content at IKEA, streamlining production processes and improving efficiency. I collaborated with the technical team to identify key areas where real-time ray tracing could drive innovation in asset creation and marketing strategies — resulting in workflows that better supported immersive content across platforms. This evaluation provided crucial insights for future product visualizations, showcasing the transformative power of new technologies like real-time ray tracing while optimizing IKEA’s content creation pipeline.