Aug 25, 2026 · 37 min · 13 segments
Amit Chachek spent two decades building award winning visual effects for brands like Walmart and Coke before founding WeR AR, an augmented reality company built to fix the physical retail shelf. His…
So, Amit, you came from a VFX and visual effects background, right? And then what made you decide to walk away from media and entertainment and point that focus and knowledge towards tech and retail shelves specifically?
So starting in Israel as a small studio, I would say boutique studio more than anything else.
And so... and always thought about what is the next creative thing we can do to differentiate that brand in this marketing campaigns.
And for us as a VFX company, that was, Most of what we do is tracking footages and reconstructing, you know, environments and then put 3D on top of it and changing it.
And then an opportunity that came from the sky, mainly because people that I work with that I admire, bringing those opportunities in.
And that was kind of what led things to go into where we are today, because we saw the opportunity of bringing brands into the stores.
It's the same thing, you know, with those, you know, products on the shelf, some promotional items.
But really bringing that to life, connecting the internet into the physical world, that's how we saw it back then.
So, Amit, you came from a VFX and visual effects background, right? And then what made you decide to walk away from media and entertainment and point that focus and knowledge towards tech and retail shelves specifically?
So starting in Israel as a small studio, I would say boutique studio more than anything else.
And so... and always thought about what is the next creative thing we can do to differentiate that brand in this marketing campaigns.
And for us as a VFX company, that was, Most of what we do is tracking footages and reconstructing, you know, environments and then put 3D on top of it and changing it.
And then an opportunity that came from the sky, mainly because people that I work with that I admire, bringing those opportunities in.
And that was kind of what led things to go into where we are today, because we saw the opportunity of bringing brands into the stores.
It's the same thing, you know, with those, you know, products on the shelf, some promotional items.
But really bringing that to life, connecting the internet into the physical world, that's how we saw it back then.
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