3D & Motion

Every 3D project starts off with an initial meeting to discuss the project, gather relevant information, provide consultancy and an orientation of what’s to come, as well as for the client and our project team to get to know one another.

Based on the provided information, we then carry out the overview planning and estimation of costs, scope and time. We also define a first storyline draft or core message we want to communicate.

Most of our 3D projects are part of a larger marketing strategy and content campaign, allowing for a cross-task, uniform narrative for various marketing channels.

Before we then delve into the actual project, we plan it in detail and draft a clear offer that defines services, costs, information about conditions and availability, and includes a timeline suggestion.

The first step of any animation is the definition of colours, mood, style, speed, brightness and other factors that guide and influence the final video. References for similar looks support everyone’s visual understanding and provide a base for discussion.

Storytelling is also the first step of the practical work and summarises the whole story in a paragraph to express the goal of the video.

When the storyline is approved, we develop the structure for the intro, the main part and the outro of the animation. Scenes and shots are then numbered, placed in order and sketched – the result is the storyboard.

We present the client with the output of this process and provide them with a specifications sheet. If the storyboard is approved, we coordinate everything with the project team and start to animate!

Rather than rendering in final quality right away, we start off with an animatic, i.e. the rough first animation of every shot. Animatics are very adaptable and efficient at this stage, meaning that client feedback can be incorporated more easily compared to time-consuming changes to a more developed animation.

Rough modelling is also a part of this step where objects in scenes are represented by placeholders. This gives a feel of the scenes and allows our clients to give feedback about the general direction early on.

Once all the feedback has been implemented and we have the clients’ approval, we get to the final 3D design.

Material textures and lighting are required for detailed 3D design and a photorealistic look. Shaders are used to influence the texture, colour and other aspects of 3D models.

Lighting describes the process in which the light sources of the 3D environment as well as shade, shadows and reflections are created.

Once the image is rendered with shaders and lighting, we are getting closer to a final sequence. However, these “raw renders” do not yet have a photorealistic effect.

Thanks to our on-site render farm, the entire production process takes place in-house without any sensitive customer data being passed on.

The next step is compositing: the individual layers of a shot are combined and harmonised to create the overall composition.

Motion graphics, which are animated texts and graphic 2D animations, are added to support the message of the video and to embellish it.

Brightness, colour, contrast and saturation are subsequently optimised for the final look.

To round it all off, we have editing and sound: All scenes are cut and arranged in the right sequence, and suitable music as well as sound effects are researched and added to the animation.

Now we have a finished 3D animation!