Imagine the ability to be in a place virtually without ever having visited it physically. This is the concept of architectural visualization (archviz).
Still considered a new technology, Archviz is dedicated to realistic architectural representation and increasingly sensational, inviting experiences that connect with the viewing public.
Because of the evolution of, and modernization in, the large projects of developers, the challenge to represent them in digital format also becomes even greater. Wellington Franzão, the junior archviz artist at Elephant Skin, was not aware of the 3D market when he originally ventured into software design. “I didn't know that 3D was a possibility for a profession. I learned about the 3D market through social networks, so I started working as a freelancer until I eventually connected with Elephant Skin.”
The revolution of 3D rendering in real estate marketing
3D rendering in the real estate market has gained more and more traction in recent years. Elephant Skin, as an entity, is a response to this higher demand. Founded in 2017, the American company specializes in developing promotional campaigns for the real estate, architectural, and urban sectors. Their work ranges from logo development to the production of photos, films, 3D illustrations, animations, and virtual reality.
The idea is to take the concept of the architect or developer and accurately convey it with great creativity, using modern technology and archviz.
According to research by The Insight Partners, the 3D rendering and visualization software market is estimated to grow from the current US $2.30 billion (2021 valuation) to US $7.43 billion by 2028.
In 2020, North America led the market in 3D rendering, on account of favorable governmental policies and a general positive outlook regarding the adoption of new technologies. In addition, North America boasts a robust digital infrastructure and houses the major players driving the visualization software market.
3D modeling in architecture delivers a unique experience as it is designed to attract customers to buy an idea. But it is not a 'fictional' visualization because all the dimensions presented in the model/project are accurate to the smallest of details. 3D rendering is the representation of reality. It dares to provide a sensational experience, accentuating all the possibilities of a project.
Daring, isn't it? And that explains the rapid acceleration and expansion of this market.
Virtual reality in the architecture market
In basic terms, virtual reality challenges the artist to recreate in the digital environment all details that the human eyes capture. However, the challenge is to not just capture the visual, but also any additional sensory experiences and subtle aspects that surround everyday life. 3D modeling in architecture recreates the imagination of the architect/ developer into what can be visualized and even felt.
It can be a great challenge to deliver a product that meets the expectations of developers and satisfies the wishes of customers. After all, the 3D artists need to consider all the dimensions of the project, the revelation of a unique concept, and the world of archviz possibilities at their fingertips.
The virtual world is capable of transporting consumers to another reality. Digital environments that are truly well built have the power to convey emotions and sensations, long before customers can have the actual physical experience on-site. At Elephant Skin, artists enjoy freedom for creative expression. They deal directly with the challenges of each project and better themselves as they work in a state of perpetual exploration and learning.
Franzão adds: “Much of what I do today, I learned by doing. I engage with people and listen to their stories. I develop myself both technically and personally, and in doing so, discover many creative possibilities. I am able to work with photography, architecture, art, etc. This is the ideal place to work for those who are not afraid to be challenged.”
Skills needed to operate in this market
Research carried out by McKinsey of 700 people showed that among the main social/ emotional skills that companies look for in their teams is the ability to see things from different perspectives.
The archviz artist at ES needs to learn to work in collaboration and must be bold and come up with new ideas. “My identity as a professional was built by absorbing the best of people, both technically and in terms of their behaviors.”
The artistic department at ES is of the utmost importance and should be handled with care. These professionals are encouraged to exercise their full creative freedom. For example, in the day-to-day operations of the company, if a piece of work receives criticism, the critique will be communicated to the artist in a warm and reassuring way.
The 3D artist is responsible for creating animations, visual effects, and prototypes for a product or architectural project. The tools at their disposal: 3D visualization, rendering and modeling software.
Important guidelines for a 3D artist's journey include:
Exercise ongoing learning and curiosity
Maintain a proficient knowledge of software and tools
Possess a good digital portfolio
Ascend to the top of the market!
What are the responsibilities of this 3D artist?
Understanding the customer’s needs and wants
Debating ideas and creating storyboards for approval from the client
Conceptualizing the design, colors, movements, and interaction of all elements present in the project
Conducting research on the project for ideas and tools
Working in collaboration with other professionals
Defining frameworks and processes for a project
Having the ability to receive work feedback (without taking it personally), for possible changes, when necessary
There are many possibilities in 3D: modeling, humanized urbanization, film, development of still, external (captured by drone), internal images of a project, etc.
If you have that creative streak pulsing within you, this world is your calling!
Wellington Franzão Senior Archviz Artist
Communications Manager - Roberta Lemos | Communication Intern – João Victor Campos
Author – Jornalist Daiana Barasa and Juliana Rodrigues | Naiá
Interviewed - Wellington Franzão - Senior Archviz Artist
*All Rights Reserved to Elephant Skin Group Corp.
Born in 2017 in Miami, Elephant Skin offers a cutting-edge, integrated branding experience for real
estate developers. Our services include brand storytelling, still renderings, concept development,
CGI, 3D renderings, film productions, floor plans and interactive tours. We are a company for
creators, for people that never settle.