Lights, Camera, Action! Producing architectural CGI films.

Where are the next generation of Kosinskis in Architectural Film making!

In basic terms you can define the production of films for architecture into two categories, those that have a creative narrative and those that are design presentations.

Creative narrative films are self contained short stories with architecture as a central narrative theme whereas design presentations showcase the project in walk-through or slide format but have no story or overarching theme except the showcasing of the architectural spaces.

I personally find the walk-through a poor use of the professional artistic talent and robust software tools available. Architects today have the ability to create walk-throughs in house using cad software (Sketchup).

I want to focus this post on creative film-making that uses the built environment as a narrative.

I believe as an young and expanding industry we need to focus on nurturing talent. We need to push the boundaries of architectural storytelling, and build a cutting edge industry to rival the creative work seen in Advertising commercials, TV, Feature Films and the Game Industry.

Architecture film-making is a fairly unknown industry to the wider world outside of the Design/Real Estate Industry.

However in early 2015 in the UK, two residential marketing films for leading developers made headlines following the press and public disapproval. It meant the films were pulled within a week of each other due to the controversial narratives reflecting an elitist society disconnected from the majority of London society. With London property prices at a premium, Londoners had had enough of this smug luxury lifestyle being promoted to rich foreign investors. The films retractions however generated a massive amount of press coverage most likely benefiting the developers marketing strategy.

The production of elitist films is a reflection of the high-end property market.

In New York budgets for these types of films and campaigns have pushed the $1 million budgets whereas in Dubai, developers over the past 10 years have paid between $1 - $4 million for promotional films.

Creative architectural films are not new to the property industry. Film makers have been working with property marketing teams for decades. However, with the widely adopted use of CGI films they have more creative freedom to explore visual ideas and stretch their imaginations.

15 years ago KDLab was formed by Joseph Kosinski & Dean DiSimone.

At the time their work was groundbreaking, setting the Architectural Visualisation world alight with copycats all wanting to replicate KDLab's films signature style. What KDLabs set out to create was not architectural visualisation but narrative film-making, using architecture as a theme.

Many of you may know Kosinski has gone on to became a Hollywood director, leaving behind his architectural background. His films Tron Legacy and Oblivion still contain a similar signature style to his earlier architectural work.

KDLabs approached the making of their films followed the principles and working pipeline used in commercial and the Visual Effects industry.

Why does the production of Architectural Visualisation films differ from Visual Effects?

Visual Effects Studios are employed by producers to create the VFX within a feature film, TV show or commercials. VFX supervisors within these studios work directly with the Director, who is ultimately responsible for the creative direction on the film.

In all other film based industries such as Advertising Commercials, Feature Films, TV and Game Cinematics, the Director is vital as the creative lead. They are celebrated for their talent and vision.

However the majority of architectural films by nature do not place any demand or need for a film director. Most films are produced as a result of a bullet pointed client brief and not based on a script and storyboard, (in a similar way to producing a corporate presentation or annual report).

Narrative films are often the collaboration with a branding or ad agency. They follow the methodology of producing Commercials. First Agencies research the clients requirements, assesses trends, competition, develops a creative brief and budget, engage a film/commercials director, develops 2-3 pitch ideas, storyboards and then finally they partner with a production team to deliver the work.

I believe neglecting to employ a Film Director upfront or as the creative lead is diminishing the creative potential of the architectural visualisation profession, making it far less attractive to new talent entering the industry and those wishing to make a name for themselves.

How many undergraduates see Architectural Visualisation as a worthy career choice compared to Visual Effects or Games?

When canvassed, most media undergrads know very little about architectural visualisation. However Architecture undergrads adopt design visualisation as part of their degree, with a few selecting image making as an alternative to a career in architecture.

This is having a growing impact on the Architecture profession with less students wishing to continue their studies, or leaving the profession altogether and pursuing a career in other fields such as Advertising, VFX and Games.

The UK's school of Architecture, The Bartlett, has a dedicated department, Unit 24, that is focused on architecture film-making, encouraging students to explore architecture visual narratives through film.

In recent years a UK architect that has successfully made the leap to film director is Kibwe Tavares, together with his architect partners at Factory Fifteen. After graduating from The Bartlett's Unit 24 they immediately set out to create imaginative films exploring dystopian architectural landscapes.

ScanLab, another ex Bartlett Unit 24 have focused on large scale Lidar scans capturing beautiful visual storytelling.

In 2009 Spanish visualisation artist Jorge Seva (alias Alex Roman) received international recognition for his film The Third and Seventh.

It is an encouraging sign that within the architectural and visualisation profession exceptionally talented artists and directors are using film to explore architecture in creative ways.

The same trend is happening in Visual Effects with artists making the leap from sitting behind a computer to directing live action. London based VFX supervisor, Haz Dulull has successfully become a feature film director, having produced many award winning VFX heavy short films and has consulting at several London Visualisation studios.

Why has Architectural Visualisation failed to retaining film talent?

The creative ambitions of most clients briefs are very conservative with little room for risk taking. Architecture and property marketing are both serious professions that represent their work in a corporate manner. Compare this to feature films and commercials who constantly push the boundaries of imaginative and creative storytelling and ask yourself what industry would you prefer to work in given the fact that you'll be stuck behind a computer in both for much of your professional life!

To retain the talent I believe in the following;

1. Clients need to take more risk allowing creative ideas to be explored in projects pushing the beauty and aesthetics of architecture.
2. Engage and employ commercial film directors to direct short architectural films.
3. Kill off the 'Walk-Through' style animation. This should be replaced by real time solutions using software such as Unreal and Unity.
4. Filmmaking is a collaborative business. Don't try and do everything yourself. Employ professional production, post production and VFX/VIZ crew.
5. Films should be inspirational, engaging and fun to watch.
6. As film commissioners you are patrons to talented artist who potentially will create award winning work for you that in turn will gain positive public, buyers and press reaction.
7. Finally, you never know, you could be working with the Hollywood directors of tomorrow!

Inspiration

https://www.artofthetitle.com/titles/

It would be great to hear about other new film-making directors working with architecture around the world.

My next post...Are you a Tribal or Nomadic CGI Artist