3D World Interviews Kevin
07.19.2007

Too often, says Kevin M. Smith, the visualiser is caught between competing needs

“One of the most challenging tasks we face in the 3D visualization industry is bridging the gap between the architect and the advertising agency. No different than the manner in which the construction of a new building is put in fast-track mode, our 3D artists and project managers are continually presented with the task of working from architectural drawings that are still under design development, with the expectation that we deliver award-winning works to promote the marketing/sales campaign.

“This process can become quite a balancing act. The advertising agency is in need of convincing renderings and animations to sell these proposed projects during the pre-construction phase. On the flipside, the architect is frequently in need of our illustrations to seek design board approval from the city, which can sometimes result in multiple design interactions.

“3D visualization can empower the design process; to assist the developer, the architect and the ad agency in making informed decisions when it comes to getting a new project to market. To speed up this process, we normally provide the client with a comprehensive checklist that outlines the information we need to begin a project properly. This usually consists of floor plans, elevations, a site plan, materials and color selections.

“One observation I’ve been able to make along the way is that as 3D renderings and animations have become more accurate and photorealistic, this has made the client and architect become more critical throughout the lifespan of the project. Gone are the days of a rendered image being merely a graphical representation that isn’t 100 per cent accurate.

“Our clients look for picture-perfect imagery, while the architects that are responsible for the design intent hope to gain further insight and make adjustments as we move ahead. Constant design changes, while they are constructive to the architect, can be counterproductive and defeating to the 3D artist. I propose that we treat our 3D presentations as what they truly are: tools that paint a picture of what can be, yet still leave room for the imagination. Is this asking too much?”