November 2007 Edition

Welcome to our November edition. If you haven’t received a newsletter from us before you can catch up on previous editions via the link on our website.

CGI Virgin?

As promised, in this issue we look at how computer generated imagery (cgi) can help sell your design/development. With developments in IT moving at an alarming rate it’s difficult to keep up with technological advances. Fear not, we at AR are here to help. Whilst we work with a number of companies that are quite familiar with cgi and what it can do for them, there are a high proportion of companies that are resisting taking the plunge. The following paragraphs examine why this may be the case, and how we at AR can help alleviate these concerns.

Cost
There is a perception that cgi’s and animation are cost prohibitive. However, our own experience suggests otherwise. Against watercolour visuals or coloured elevations cgi’s are surprisingly competitive when taking into account the following:

• Detail. Whatever is shown on a cad plan/elevation/sketch detail is shown on a cgi. They will be as detailed and accurate as your drawings. This includes planting. If a planting specification is provided the planting will be accurate to the information supplied.
  
• Changes. Revisions can be made quickly and efficiently to cgi’s, right up until the point people/vehicles are added. This allows our clients to retain creative control.
  
• Production time. The size of the development, information issue will of course determine the time required to complete the work. That said, we work to our clients given deadlines and have been congratulated on our ability to turn work around within a short time-frame.
  
• Lifestyle. Where watercolours merely suggest an environment cgi’s can sell a lifestyle and show cars and people relevant to a development location.
  
• Re-usable asset. Once modelled, a development can be used for planning purposes in the first instance, then updated if necessary and life-styled for use as a marketing tool. If modelled in its entirety you can then select further views at a later date and/or proceed to animate your presentation with walk-throughs.

Initially we would discuss your requirements with you and then assess the likely time scale required and this would determine the fee. This information would be issued to you for consideration along with any comments we believe to be relevant to obtaining the best results to your brief. Our quotations are clear and if costs are a concern then we can put together a ‘shopping list’ allowing you to tailor the quote to suit your budget.

Take the first step….to a convincing presentation
Having worked in architectural/design practices we are aware that smaller practices may not have much experience of 3D visualisers. With increasing competition designers have to present ideas in ever more sophisticated ways. Be it visuals or animation we aim to be approachable and will sit down with you and explain each step of the process.

In broad terms the cgi process involves taking cad plans & elevations (Either a hard copy, CAD file on disk or via email, whichever is most convenient) and producing a model. Once constructed it is forwarded to our client to agree the angle for the shot, obtain technical approval and generally show progression of work. When our client is happy we will begin to texture the model according to the information given to us. The shot(s) required are then sent to our client once more for comment. Usually at this point some materials may be changed as the development takes shape. In this sense cgi becomes an important design tool. Finally the model is lit and finished (people, vehicles & planting added in accordance with the brief). Our client will then receive a final set of images for comment. Occasionally our clients request a particular ethnic mix of people and it is at this stage we incorporate this requirement.

Quality
Some practices/developers still favor watercolour visuals over cgi’s. Having looked at a number of our competitors we can see why! Here at AR we can construct our own material maps/textures to achieve the realism our clients are looking for. Furthermore, we can take a model and place it into photography taken on site to produce a photo-realistic image.

Nothing pleases us more than a prospective client asking if the image they’re looking at is a photo. It means we’ve done our job. Occasionally, particularly with aerial shots, we have been criticised for making a new development so realistic the client cannot tell it apart from the surrounding existing buildings……..you can’t please everyone!

Go on give us a try!
All we need is a set of drawings to provide an overall idea of the development, a brief chat to ensure we understand your requirements and we can provide you with a free no obligation quotation within a few hours.

It is worth noting that all images used on our website and newsletters, unless labelled otherwise, are actual images produced for clients. They were produced to deadline in accordance with the clients brief. They have not been enhanced following hand-over to our clients.

We’re pleased to report that feedback has been incredibly favorable toward our new look website. If you haven’t visited already, or indeed if you need to be reminded of our quality go to: www.animated-remedy.com As always please contact us with any suggestions and comments, your feedback is important to us.