In this talk I will communicate my passion for beautiful visuals generated by software. At the Computer Graphics Lab,  the Alexandra Institute,  we execute both innovative government funded projects as well as contract research or software development for companies - with methods, ideas and inspiration coming from areas such as computer games, Hollywood movie special effects, computer graphics research and commercial partners in entirely different areas. I will give examples of our projects and collaborations - and the challenges and solutions that arise when you try and combine cutting edge graphics algorithms with actual customers and interdisciplinary teams. Lastly, I will point to current opportunities and challenges derived by our collaboration with both research and industrial partners.