Third Seven short video – will this work for commercial project?

First of all, since I haven’t had the chance until now, I want to wish you a happy new year, all the best and many projects and opportunities in 2010.

I’ve just came back from my winter holidays and while browsing through some arch viz forums I’ve stumbled upon the short video done by Alex Roman (Jorge Seva) and I must say I am absolutely amazed.

This is really a master piece, and with no exaggeration, probably the best cg animation I have ever seen, and I am not talking only about architectural visualization.
The guy obviously has a lot of talent as a movie director, stage designer and photographer besides the fact that he truly masters the software.

Although I can not stress enough how much I like it, I can’t help but wonder how this style would work from a commercial point of view. From my experience, every time I try something more “artistic” it doesn’t go well with the client. Even a small depth of field effect used to focus on some elements makes most clients ask me “Why 70% of the rendering is blurred? Is it a software error?” I have even had problems explaining to some clients why the white walls look bluish in a dusk rendering. Although a small part of our job as architectural illustrators is to educate the clients, sometimes we have to consider the fact that time is money, so instead of spending it explaining this and that, just give them what they need and that’s it (as long as it still looks at least “ok”, of course).

I am curious what you think about this, and even more curious if you managed to get a “sign off” doing something a bit more “different”.

  1. jackie says:

    Welcome back Mr Alex.

    I am facing the same as you do ta here, and give up to do those artistic thing for my clent and just give them what they want nowsday as i found out they won’t appreciate what we have trying hard to do something more good for them.

    but i am still doing those artistic things in my free time pratise, cos i have been trying and looking for away to make my render look more realistic since 5 years ago, untill now still haven’t get thing done,how stupid am i??

    Finally i would like to wish you happy new year2010 !!

  2. John fenmore says:

    I would say that this kind of work is a milestone in architectural visualization. For me it is a message that we should push the boundaries of the software and try to do something new with it.

  3. Fabio says:

    This guy can do wrong in my books. I have a slight impression that you are trying to undermine his work.

  4. Vincent says:

    I totally agree with you. Although Alex’s work is spectacular, I don’t think any of my clients would approve it if it were their projects involved.

  5. Hello all, and thanks for commenting!

    @jackie – I also try to do something just a little bit different with personal projects.

    @john – if clients would embrace this style it could be a milestone. I really have doubts about this, as I know my clients wouldn’t go for it. Basically this is why I have started this topic… to learn more about other people experiences.

    @Fabio – I don’t know where you got that impression. I have repeatedly said that I absolutely love it. I just wonder if it would work commercially. Although I’m a strong believer that an architectural visualization animation should also tell a story, some effects (like the vibrant dof), aged textures, strong vignetting, plenty of dark areas, won’t go well with a commercial presentation. Clients need this type of work for marketing purposes, therefore they need to see the buildings as “clear” as possible. Further more, the main subject in Alex’s movie is not the building(s), but that’s another story.

    @Vincent – thanks for commenting. As you can see I’m on the same page with you.

  6. pep says:

    Hello Alex,

    I think that this type/style of renders/animations can perfectly work in architectural competitions, playing with real and abstract things (using slightly dof and other similar effects), maybe for pure commercial works it’s not so suitable. I love (and hate) his work too ;)

  7. Simply Amazing! I have learned so much from reading your articles! Thank you so much! great blog.

  8. Hello pep,

    yep, you are correct; this style works for competitions too.

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