I attended the View Conferences today talk with Rodrigo J. Lopez, principal at Neoscape, an award winning visualization studio based out of Boston and New York, where he serves as creative and art director.
He explained the audience that both in gaming and filmmaking, as well as in the realm of digital architecture and visualization, with every improvement and development in technology, new doors open to the point where the lines separating the worlds of cinema, gaming environment development and architectural visualization begin to blur.
So the storytelling, after the pure advertisement, now has conquered the realm of real estate marketing. Lopez is clear since the beginning declaring that there’re many other firm that do traditional 3D rendering and lighting better than them, but they don’t want to realize just beautiful 3D, their mission is to fall the viewer in love with the space.
Here’s the list of the …things to do to realize a great architectural visualization enhanced by storytelling:
*discovery
fall in love in love with the space, it helps a lot in the creative process and everyone involved in the film shppopuld attend this part to be inspired
*storyboarding
it helps to sell the idea and to work faster and cheper
*previsualization
importnat phase that helps doing really difficult shot faster and cheaper and laso it’s the phase when you can experiment more
*set design
usually the architect and the designer do it, but the creative job is to populate the space with furniture and people. Set dressing is really important because it can kill or leverage the story
*cameras
keep the camera simple and have always a purpose for evey movement
*lighting
important to give a mood to the image
*compositing
really delicate part also because it was an innovation of the last 4 years
*color grading
make it emotive
*editing
the most important part, it’s really the moment to put together all the pieces and tell the story
And finally 6 rules that he found useful:
- don’t fall in love with shots
- manifacture reality
- editing is preception | preception is reality
- point of view
- suggestion is more effective than exposition
