Moving Image Creations were asked on two different occasions to work with projects involving property development. The first brief was received from Haworth Tompkins (HT), an established and highly successful Architecture firm based in London. MIC were tasked to create a background animation to play alongside a presentation, in which HT pitched for the tender to design the new Kingston University Library. The second brief was given by Olive Creative, to work with Thomas Homes, animating the construction process of their newest housing development within Swindon.
Both were similar projects, with different end goals and processes involved. This study will hopefully give you a more detailed view on how we work, our thought process and how we helped there business.
The Kingston Library
This project presented a unique challenge to MIC, not only was it our first large project we had been involved with, it required a very fast turnaround at very high quality. Although some assets and the storyboard were provided to speed up the process, 4 minutes of 3d animation was alot to accomplish in a very short space of time.
It was an unusual project for us, rather than timing the animation to a voice-over, it would have to be in time with a presentation. We had to narrate the design visually, what inspired the decisions that led to its potential creation? We had to look at the space it occupied and why. Not only did it challenge us as artists, it also furthered our own understanding and appreciation for architects and their thought processes.
Using 3D space we are able to seamlessly demonstrate the space of the environment as well as the surrounding land. The library was going to be near to other landmarks, so these had to be highlighted.
The library had numerous key features we had to focus on, each floor, how crowds would flow through the building as well as many other things. We approached the piece with a very simple, clean and professional aesthetic. We did not want the focus of the audience to be pulled away by details in the distance, or an excessive overlay, this also aided in meeting the short deadline. The presentation would provide the details, the animation would speak for itself.
We were able to dynamically introduce the features of the building, whilst the presenter guided the audience through the piece.
Old Railway Quarter
In this project the buildings had to grow in the order representative of the construction timeline, to act as a demonstration for buyers and investors. In a few minutes they could clearly understand what the finished estate would look like, as well as the process it will go through to get there.A particular challenge with this piece, was that one building in particular wasn’t being demolished and rebuilt, it was simply being refurbished. As opposed to digitally removing this building, we decided to represent its construction differently so viewers could understand it would undergo a different process to the other buildings. Over the top of the old building, we ‘reveal’ the new revamped structure. The 360 spin was added to isolate the development from its surrounding, so investors could really see what change would take place and to what extent. It also gives viewer a much better understanding of the space and detail, that normally couldn’t be captured within a 2D image.You can see the difference here within the before and after, captured using a drone:
Whilst both projects used similar 3D techniques, we managed to create two entirely different results.
Maybe you have some interesting idea’s on how animation could lend itself to property? For more behind the scenes and case studies connect with us and subscribe, with any questions you can contact me directly at firstname.lastname@example.orgPosted by Anthony Green on Wed 30th Septem