My new sounds: Doc Martin’s ‘Unlock Your Mind’ from 1996! The golden year of mix cds
Thinking outside of the screen
Infusions 3D & environment design team push exciting new boundaries to expand our offering and wow clients in the process.
I remember an email Peter Rivera shared with the Digital Agency, showing a fly-through video Lenny had created. (It was a reception area with a digital wall if I remember correctly.) He had used the free Google SketchUp software and, despite it being early steps, there was a sense of excitement and value which resonated with us. It was clear that creating 3D fly-throughs and spaces really helped us tell our story to clients. We could imagine the environments where our experiences lived, and whats more… how it all connected.
A few months later, I was working on some updates to the Mashreq Bank NBX work we’d been doing. I wanted to create a space where we could see all of the apps in one place, with people, signage etc etc. So I downloaded Sketchup and got cracking. It wasn’t requested by the client, but it was something I thought would be cool. At first, it proved to be a little fiddly to move things around and build objects. But with a bunch of super simple tutorials online, I’d created a 3D branch in no time at all. David Horton, of Mashreq Bank, loved it, and took the mocks-ups away to show to his team.
Infusion later had a huge opportunity with the Department of Municipality Affairs (DMA) agreeing to not only create additional digital experiences for the new governmental services branch, but to pull these together with 3D environment design and fly through video content. It was a big success, and contributed to a winning pitch for the office. Over in New York City, Lenny, Kendal, Al and Gleb were further upping the game with a stunning keynote presentation that beautifully merged Sketchup fly-throughs, with 2D screen animations and a killer deck to deliver brilliant story telling. This was making a big difference.
But more than being just a sales tool, we had begun to think about actually building the structures we were imagining, to help us truly own projects both digitally and physically. Something which in the past, and still today, can greatly impact the effectiveness of our digital work. For example, no matter how amazing a beautiful product tablet, external attract or Pixelsense app might be, it can fall to pieces if the physical world influences let it down. It reminds me a lot of my days as a print designer, when you could have the best design in the world, but if it was printed on lame stock… it ruined the entire job. I know Gregg Brill especially, with Lenny and Peter Rivera are leading the thinking on this and it’s a massive part of our offering, something which can really set us apart from many other digital agencies.
Back in Dubai, we were again approached by David at Mashreq, but not just for 3D work, he asked us to fully visualise the interior for a concept Dubai Metro Station branch to be called ‘Mashreq Go’. This was a very interesting development as it not only demonstrated that our clients trust our ability and ask us to do things that may not be obvious choices, but more importantly it revealed the importance of creating retail spaces where the physical and digital experience was designed in unison from the start. And in an interesting flip, with Infusion being experts in digital experiences… we were actually the logical choice to imagine the physical space from its inception too. Of course… we are not here to be interior designers, but to deliver truly world class experiences we need the physical and digital space to be seamlessly connected, an invisible fusion that creates magic.
"Having a 3D rendering and experience fly-through helped breathe substance into our new retail branch concept. Almost immediately we were able to visualize the end product and it helped crystallize our plans and priorities for building a new customer experience. The 3D renders and flythrough eliminated several iterations we would normally go through in our traditional 2D floor plan exercises, and helped to portray a more comprehensive concept for management to buy into,” said Horton.
So it’s clear we are onto something which is truly helping Infusion to push the boundaries of our offering, wow clients with our passion and thinking, and improve our seamlessly ability to deploy digital work in the physical world. If you would like to find out more feel free to drop Lenny or myself an email and join our Yammer group ‘3D Sketchup Awesomeness’ where you can find out what we’re learning, cool 3D work and some fun things in there too.