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Archviz the marketing revolution


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Mateus Ladeira,
Senior 3D Artist and PO 

Frederic Chomé,
3D Artist


- elephant skin - 

Photorealistic image: how to convey emotion and elicit the desire to belong 

The inspiration in real photographs and the construction of details such as light and shadow are elements with emotional appeal that connect people and awaken a sense of belonging. It can, however, be a challenge to convey emotion through images. 

On the one hand, clients expect all information about their project to be conveyed in the image. And, on the other hand, 3D artists are challenged with the task of introducing an “emotional layer” and creating a sense of place. 

What makes a person have the desire to belong to a space? 


There are two categories of photorealistic images: informational and emotional. The exploration of emotions is related to the details in a scenario. For example, a half-full glass of wine, an open book, a cat nestled in a cushion on the sofa, or the texture of materials made evident by the play of light and shadow. Photorealism challenges itself to “show life” in an image. 


Film techniques are applied in many works in order to make renderings and videos more attractive to viewers. The details that make up the image make for a final result that generates approximation and awakens sensations. 


Mateus Ladeira, Senior 3D Artist and PO (Product Owner) at Elephant Skin, explains: 

“Generally, the real estate market has a preference for images that show the whole environment. But, we always try to present other options (provided by detail cameras) to the customer, because we believe that these cameras can better connect the space with the end customer. A camera focused on an armchair with a spotlight on top, or an open book/glass of wine on the side table are examples of detailed images that can connect the end customer with the project being built.” 


Mateus also adds that working with detail cameras does not exclude the relevance of the general image, since the future buyer of the property wants to see the amplitude of the space in which he wants to invest. But, the detailed image will captivate, awaken emotions, and transport him/her to that place. 

Storytelling – details that help weave the narrative 

The “informative” aspect is used to translate the architect or developer’s intention to communicate material finishes, dimensions, and spatial relationships. The “emotional” aspect deals with the complex task of awakening particular sensations within a space or concept.

Communicating details acts as a trigger for an emotional response to a project, which also influences the final result of an image. 


3D artist Frederic Chomé says, “I really like to create the story in an image. In a room scene, for example, I display an open book with glasses next to it, and a blanket indicating that there was a person reading on the cozy sofa, etc. The final quality of an image is closely linked to the choices made between showing the wider environment or focusing on details that can be more attractive to the public.” 


Photorealism at Elephant Skin is more than a representation of the reality of space; it is a narrative present in an experience as “real” as it is possible to present. 


Mateus adds, “When the client suggests something that could compromise the realism of the image, we discuss other possibilities to meet the client's needs, but without losing the image quality. We understand what the client wants and it is our job to translate that into image form.” The solution to meeting the needs of the client is to work more on the amplitude of the environment in some images, but also to have image options with a greater focus on details and storytelling, conveying a lifestyle to the viewing public. 

Collaborative work influences the final image quality 

Elephant Skin has a team of professionals who work collaboratively towards a final result of high quality images. Mateus says, “The artist finalizes the image and shares it with the team. The other professionals then point out details that could be improved, whether from a technical or subjective point of view of the project. An image can be easily completed in 1 or 2 days, but with this exchange between the team, with internal feedback to further evolve the image, we need 3 or 4 days for completion. We believe that this extra time ensures delivery of a high-quality image to the client.” 


All of the artists (junior, intermediate and senior) at Elephant Skin enjoy the unique opportunity of working on projects from beginning to end. Mateus explains, ”Originally, the processes were experienced differently by the artists. For example, the junior would do the composition of the scene, light, and camera. Then, the image would be passed to the intermediate artist, who would add texture and evolve the materials. Finally, the image would be passed on to the senior artist who would refine, render and conduct post-production. We realized that this hindered the evolution of the artists since they were always doing the same things. So, we decided to change the procedure and now all of the artists work on an image from start to finish; from composition to post-production. With this change, the artists have evolved tremendously, and that's why ES has complete artists, capable of performing all stages of image production.”


Frederic highlights learning and knowledge exchange as pivotal factors that influence the quality of the final delivery. “I joined the company as a Junior, and credit the difference in the quality of our results in how much the agency invests in people; people who start from scratch so that they work in the best possible way. It is a great exchange of experience and learning.” 


Mateus reflects upon the company’s contribution to the quality of life, a fundamental factor for artists and creative people. “When the company cares about your quality of life and you spend your working time happy, it makes all the difference in your production. It is very important to have time to breathe, to do what you want to do, to be able to have that creative leisure. We are artists. We cannot be swamped with things to do, because in a stressful environment, creativity is lost.” 


Today, Elephant Skin has an incredible team of sensitive artists; people with diferente backgrounds, looks, and thoughts. This diversity is the secret that enriches the quality of product deliveries and ensures customer satisfaction.


Communications Manager - Roberta Lemos

Jornalist Daiana Barasa and Juliana Rodrigues | Naiá

Interviewed – Mateus Ladeira, Senior 3D Artist and PO and Frederic Chomé, 3D Artist

All Rights Reserved to Elephant Skin Group Corp.

27/09/2022 - 4:38 PM EST

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