Social distancing measures could be with us for some time. Companies running events such as festivals, theatre and outdoor cinema are looking for ways to hold events while keeping audience members apart and fill some of the void in our cultural calendar this summer.
Born Digital has recently completed a set of visualisations to help one such company, Summer Screens, advertise their new format of event to run later this year. The images are being used on their website, social media and other marketing materials.
This was a very interesting commission for a number of reasons. The government guidelines for social distancing were changing. Originally, the illustrations were to show the spacing at 2 metres. Then the guidance changed to allow for 1 metre + and I rearranged the deckchairs to reflect this. I was becoming concerned that social distancing measures might be dropped altogether and was eager to complete the images as quickly as possible. Currently, the guidance has remained unchanged and the client is able to continue using them.
Summer Screens wanted the illustrations to have a dusk/sunset atmosphere. We waited at the site (Caversham Court) but the sunset was not as we had hoped. I took a number of photographs, bracketed, hoping that I might be able to adjust them in Camera RAW later. Fortunately, cycling home through the fields near Mapledurham House, the sky was perfect and provided the sunset skies used in the final images.
When commissioning a computer generated visualisation a client often has a specific set of requirements. These tend to fall into three categories:
- I have a design and I want to see what it looks like before it’s built. This will save the time and cost associated with initial, physical prototyping.
- I have a scheme and I want to have planning permission approved. 2d plans and elevations are often hard to read. A photomontage can put the building in it’s correct context making it easier to understand.
- I am about to start construction but I want to sell as many units as possible before building is completed on site. As an alternative to a show home or to help people see beyond the mud and the scaffolding, a photorealistic visualisation will help market a development and help sell plots months before they are finished.
Computer generated visualisations will help clients achieve all of these aims.
However, sometimes it’s only during the process of the commission, of creating the illustrations, that clients discover some of the other benefits of the computer generated visualisation approach: that they can try different combinations of colours or materials, adjust the design, view the scheme from different camera angles, generate a 3d animation or walk-through, generate images suitable for a range of uses from a website to a billboard, change the presentation style from photorealistic to watercolour and receive amended test images promptly. This flexible approach and relatively quick modification process is possible because the images are based on a virtual 3d model.
Over the coming weeks and months I will be writing a series of Blog posts using case studies from our portfolio to illustrate some of these and other benefits.