We were tasked with taking an AutoCAD model of a staircase and transforming it into a hero image that highlighted key themes of the campaign. The image needed to be visually compelling, while also remaining true to the design and manufacturing themes – which included 2D to 3D, parametric design, simulation, and design automation.
The first stage was to understand how we were going to represent the key themes of the campaign on the staircase model, ensuring each theme is clear and makes sense to the target audience. We achieved this through our existing knowledge of these themes and researching how they are represented within the software – which enabled us to provide an authentic representation in the hero image.
Once we had visualised the image we set to work on the 3D model which was provided to us. We were able to manipulate the model and export a variety of layers as needed. In addition, we applied textures and materials to enhance the realism of the render where appropriate.
Following on from this, all of the exported layers were handed over to one of our Art Directors who would transform the layers into the stunning final hero image. We developed the image theme by theme, ensuring each were given strong representation. We delivered 2 final versions, one each for light and dark backgrounds.
The hero image received great feedback from the PDMC team, who described the image as ‘awesome in showing the different themes’ and noting that the hero would really lend itself to engaging social imagery.