The power of CGI - What impact can Architectural Visualisation make?
We all question whether we are getting value for money or if our investment was worth it? It’s good to be prudent and weighing up what does and does not work should be a matter of process. At DJS CGI we see this return on investment as a critical part of what we do, we are an intrinsic part of the success process, be that in the form of a planning permission, design communication or a marketing visual. Visualisations that are lacking can bring the entire campaign down, visuals that are realistic, exciting and engaging can be the make or break of a campaign.
Our role as visualisers is to bring to life a project, the design maybe in the very early stages and we endeavour to interpret the feeling and atmosphere of the completed scheme. These images can be an integral part of the marketing campaign and really evoke a sense of feeling about the project. We try to advise our clients to get the most out of their visualisations and this could be showing less rather than more. We also aim to think like a photographer, envisaging the completed site rather than just the early stage drawings or plans. It does boil down to making sure the client gets value by generating images with clear messages and real impact.
We recently completed EuroCity, a large-scale project in Gibraltar, commissioned directly by the developers. We were brought in at the very early stages of the design. Interiors were yet to be fully decided on and with a forward-thinking team we created a whole suite of images, interactive VR experience and Animated film. The project was a huge success, due in part to the visualisations and VR. Even before the full launch 80% of the available properties were sold off plan before the marketing suite had even opened its doors. Early involvement within the project and a team who could see the end value made this project work well. The process and the outcome certainly proved that on this occasion they really did get a return on their investment.
Not all projects need the full range of visualisation, CG and VR and again it comes down to value for money and what investment is really needed. We certainly don’t push for more than is needed, we have seen it done on other projects. It doesn’t do the project justice and will inevitably leave the client feeling they have been over serviced and out of pocket. We want all our clients to walk away feeling they have got exactly what they needed to maximise their campaign and for their clients to be able to buy into that dream, whatever that dream maybe…