VALE A PENA APRENDER RENDERIZAÇÃO DE ARQUITETURA EM 2024? | O futuro do Archviz

Summary

The speaker discusses the evolution of rendering from a niche technology exclusive to cinema to a powerful sales tool in various industries, especially architecture. They highlight how the pandemic accelerated the demand for 3D renderings as traditional sales methods became obsolete. The speaker emphasizes the importance of quality renderings in selling properties virtually and the significant cost savings it offers over physical models. They also predict a future where rendering software will be real-time, reducing the technical barrier for 3D artists and focusing more on their artistic skills to create compelling visual content.

Takeaways

• 🌟 Rendering technology has evolved significantly from exclusive use in cinema to becoming a powerful sales tool across various industries.
• 🏗 In architecture, rendering has transitioned from simple facade images to comprehensive visualizations detailing every aspect of a building.
• 📈 The demand for renderings has skyrocketed, especially with the rise of virtual tours and detailed project visualizations in real estate.
• 🔥 The COVID-19 pandemic accelerated the adoption of 3D renderings as traditional sales methods were disrupted, leading to an explosion in 3D artist workload.
• 💡 Renderings are now considered indispensable in sales strategies, as they can significantly reduce the time and cost associated with property marketing.
• 🚀 Advances in rendering software aim to make the process real-time, similar to video game graphics, which will further enhance the role of 3D artists.
• 🎨 The role of a 3D artist is shifting from technical mastery to a stronger emphasis on artistic skills, such as understanding color theory, photography, and emotion.
• 📱 Just as smartphones simplified photography, advancements in rendering software are making it easier to produce high-quality images, but artistic input remains crucial.
• 🌐 The rendering market is expanding into all areas, creating a high demand for 3D artists and ensuring job security in the field.
• 🔮 The future of rendering looks promising, with technology advancing towards real-time rendering and an increasing need for virtual environments in various sectors.

Q & A

What was the speaker's initial perspective on the rendering industry?

The speaker was initially amazed by the rendering capabilities seen in cinema and animations, such as Pixar's Toy Story, and thought it was something only accessible with supercomputers and highly specialized knowledge.

How has the rendering industry evolved according to the speaker?

The speaker describes a significant evolution from rendering being exclusive to cinema and requiring supercomputers to becoming more accessible and prevalent in various markets, including architecture.

Why did the demand for renderings increase in the architecture industry?

The demand for renderings increased because they became a powerful sales tool, showing every detail of a project, especially as physical models and model apartments became less feasible during the pandemic.

What impact did the pandemic have on the rendering industry?

The pandemic led to an explosion in the demand for renderings as construction companies had to shift their sales strategies online, investing heavily in virtual models of their projects.

Why is rendering considered a powerful sales tool by the speaker?

Rendering is seen as a powerful sales tool because it allows potential buyers to visualize projects in detail, with the saying 'a picture speaks a thousand words' emphasizing the effectiveness of visual aids in sales.

What is the role of a 3D artist according to the speaker?

The speaker believes the role of a 3D artist is to create renderings that excite and serve as effective sales tools, not just to master the technical aspects of rendering software.

How does the speaker view the future of rendering technology?

The speaker is certain that the future of rendering technology will be real-time, with software companies investing heavily in making this possible, similar to how games render in real-time.

What skills does the speaker think will be important for 3D artists in the future?

The speaker emphasizes that while technical skills are important, the artistic sense of a 3D artist will become more crucial as software becomes easier to use and real-time rendering becomes the norm.

How does the speaker compare the evolution of photography to the future of 3D rendering?

The speaker draws a parallel between the simplification of photography with smartphones and the potential for 3D rendering software to become so intuitive that anyone can use it, but the artistry of the creator will still be what sets the work apart.

What advice does the speaker give to those considering a career in 3D art or rendering?

The speaker advises focusing on developing an artistic sense and understanding of color theory, photography, and emotion, as these will be the differentiating factors in a market where technical skills become more accessible.

What is the speaker's overall outlook on the job prospects for 3D artists?

The speaker is very optimistic about the job prospects for 3D artists, seeing a promising future due to the increasing need for renderings across all industries.

Outlines

00:00

🎬 Evolution of Rendering in Architecture

The speaker begins by expressing their optimism and rational approach to the evolution of rendering technology. They reminisce about the early days when CGI rendering was exclusive to cinema and how it has now become accessible to the masses. The speaker highlights the significant changes in the architecture industry, where once simple facade renderings sufficed, now detailed, high-quality images are required to market properties effectively. The pandemic accelerated this shift as physical models and model apartments became obsolete, and virtual tours took center stage. The speaker emphasizes the importance of rendering as a powerful sales tool, capable of showcasing projects in a way that words cannot.

05:01

🚀 The Future of Rendering and Its Value

The speaker discusses the ongoing demand for renderings as a sales tool and how it has become invaluable to the construction industry. They provide a cost-benefit analysis, comparing the expenses of traditional sales methods like physical models and kiosks to the more efficient digital renderings. The speaker also explores the rapid advancements in rendering software, moving towards real-time rendering capabilities. They mention software companies like Chaos Group and Epic Games, and the integration of gaming technology into architectural visualization. The summary underscores the speaker's belief in the enduring value and utility of rendering in sales and marketing.

10:06

🎨 The Role of the 3D Artist in a Changing Market

The speaker transitions to the role of the 3D artist, emphasizing that being a 3D artist is not just about technical mastery but also about artistic sensibility. They argue that while technical knowledge is essential, the ability to create compelling, emotive imagery is what truly differentiates a 3D artist. Drawing a parallel with the evolution of photography, the speaker suggests that as rendering technology becomes more accessible, the artist's role in creating value through their unique vision becomes even more critical. They also touch on the broad applicability of 3D artistry across various industries, indicating a robust job market for skilled artists.

15:08

🌟 The Promising Future of the Rendering Industry

In the final paragraph, the speaker reflects on the future of the rendering market. They consider the longevity of professions and the potential for the rendering industry to thrive in the coming years. The speaker expresses confidence in the industry's growth, driven by the increasing need for virtual environments and 3D visualizations across sectors. They conclude by encouraging the pursuit of a career as a 3D artist, given the promising and expanding opportunities in the field.

Keywords

💡Optimistic

Optimistic refers to a positive outlook on life or a belief that good things will happen. In the context of the video, the speaker is optimistic about the future of rendering technology and its impact on various industries. The speaker's optimism is rooted in the evolution of rendering from a niche, cinema-exclusive technology to a widely used tool in architecture and sales.

💡Rendering

Rendering in the video refers to the process of generating 2D images from 3D models using computer programs. It is central to the video's theme as the speaker discusses the historical exclusivity of rendering in cinema, its democratization, and its current role as a powerful sales tool in architecture and real estate.

💡Market Analysis

Market analysis involves examining market conditions to understand trends and make informed decisions. The speaker uses market analysis to reflect on the past and predict the future of rendering, noting how it has transitioned from a domain requiring supercomputers to one accessible with modern software, indicating a shift in market demand and application.

💡3D Artist

A 3D artist is a professional who creates three-dimensional models and animations. The video emphasizes the evolving role of the 3D artist from a technician to a creative professional. The speaker suggests that while technical skills are important, the artistry and ability to create compelling visuals are what truly set a 3D artist apart.

💡Real-time Rendering

Real-time rendering is a technology that generates images quickly enough to be displayed as they are created, similar to how video games display graphics. The speaker predicts that real-time rendering will be the future of the industry, eliminating the wait times that were once a significant part of the rendering process.

💡Sales Tool

In the video, rendering is described as a sales tool, highlighting its utility in marketing and sales, particularly in real estate. The speaker explains how high-quality renderings can effectively communicate the value of a property, replacing the need for physical models and model apartments, especially during the pandemic.

💡Pandemic Impact

The pandemic is mentioned as a catalyst for change in the rendering industry. With lockdowns and social distancing measures in place, the demand for virtual models and renderings increased as physical sales models became impractical. This shift underscored the importance of digital renderings in sales and marketing.

💡Software Evolution

Software evolution refers to the continuous improvement and updating of software applications. The speaker discusses how rendering software has evolved from requiring days to hours for processing, and anticipates a future where real-time rendering will be standard, reflecting the ongoing advancements in software technology.

💡Artistic Sense

Artistic sense pertains to the ability to create or appreciate art, which is crucial for 3D artists. The speaker argues that while technical skills are necessary, it is the artistic sense that truly differentiates a 3D artist and enables them to produce compelling and emotive renderings that serve as effective sales tools.

💡Investment

In the video, investment is discussed in the context of both financial investment in rendering technology and the investment of time and energy in learning the craft. The speaker suggests that investing in rendering skills is a wise choice given the growing demand and applications of rendering across industries.

💡Future of Rendering

The future of rendering is a central theme of the video. The speaker envisions a future where rendering is instantaneous, realistic, and integral to various sectors, including architecture, real estate, and advertising. This future is seen as promising for 3D artists, indicating a robust career path and market for rendering services.

Highlights

Optimism and reason are key to understanding the evolution of rendering technology.

Historically, CGI rendering was exclusive to cinema and required supercomputers.

The evolution of rendering has been rapid, moving from a niche technology to widespread use.

In architecture, rendering has become a critical sales tool, replacing physical models.

The demand for renderings has increased as they showcase every detail of a project.

Renderings are now essential for selling properties, as they can replace physical visits.

The pandemic accelerated the need for 3D renderings in real estate.

3D artists saw a surge in work during the pandemic as physical models became obsolete.

Rendering technology is advancing towards real-time capabilities.

Software companies are investing in real-time rendering to meet market demands.

The role of a 3D artist is shifting from technical mastery to artistic creativity.

Artistic sense and emotion are becoming more important in 3D rendering than technical skills.

The future of rendering lies in real-time technology and virtual environments.

3D artists need to understand color theory, photography, and emotion to excel.

The rendering market is expanding into various industries, creating job opportunities.

Investing in a career as a 3D artist is promising due to the growing demand for virtual environments.

Rendering is becoming a staple in marketing and sales across industries.

Transcripts

I'm always a very optimistic person, okay? And I like to think about things with reason,

right? So, it's not something that I think because I'm passionate about what I do,

But we just need to see data, right? If we were to analyze the market from years ago, okay?

A long time ago, rendering was exclusively, i.e. CGI, generated images

for the computer, they were exclusive to the cinema market. We watched films at the cinema and

We saw that amazing rendering, where we said, my God, how are we going to

do this? Maybe one day, right? Will mortals be able to do this? I looked at Pixar animations,

I watched Toy Story, I kept thinking, damn, look at this! Or at the cinema, right? And that was a

exclusivity in this market because it needed supercomputers, it needed to dominate almost

coding to be able to master the software that did rendering. Really,

It was difficult to be able to do any rendering. Working with 3D was something really

very few people who mastered very cutting-edge and very expensive software and everything else, right?

How fast times chenges, right, guys? Wow, we used it in other markets and in our area,

I'm going to talk about architecture, when I started there, damn, okey, construction companies used a

render or other and I remember very well that when I did projects at the beginning,

It was like, oh, the builder, he wanted an image of the facade and nothing else, guys,

he needed a rendering of the facade to show the building. Everything else was not necessary to show,

He just said, there will be a playground, there will be this, there will be that, so there was no need to show

in a way to make up for all this parade, understand? And look what happened today, any building,

people, needs a huge amount of images. In the past,

when an architectural firm hired us to do renderings, they also did

just an image of the room, an image of the suite. Today, we need four, five images of each

environment to be able to show every detail, guys, why? Because the render is showing itself more and more

as a powerful sales tool, because a picture speaks a thousand words, right? So you stay

arguing a thousand things, you show a project, show a beautiful image, it already solves it, if your

The project is beautiful, obviously, right? Guys, you need to have a good project to have a good rendering, okay? You can't

have these things separate, right? So rendering doesn't work miracles with a rotten project, so there's no point of

having a shitty project and wanting to have an incredible super render that sells, but come on. Taking that away,

Guys, it's a powerful sales weapon. So what's going on, guys? Look, let's agree with me here.

We are seeing architecture offices, all of them, having to render everything that is the environment,

of all the details, to be able to show all of this. All construction companies having to show all

environments, even the place where the dog goes to poop in the development has a rendering of the "Pet place",

or where is he going to play, right, guys? But then, he needs to be able to do everything. And then there was a stop

Very crazy, right, that the pandemic came. When the pandemic arrived, unfortunately, many people were affected

overwhelmingly. But guess what, the 3D artist's work exploded, it never sold as much as it did during the pandemic.

Why? Look at a scenario before the pandemic. Before the pandemic, a construction company made sales material,

He asked me for, I don't know, 20 images, he would make a 30-second video and sell apartments. Why does he too

would do, you know what? I would make a physical model, and this physical model will be there on sales duty.

This sales shift, attached to it there was a model apartment. Have you ever been to a model apartment,

Do you know what this is? The model apartment is a decorated apartment, where people go to visit and see,

being able to play in the apartment and being able to see everything. This was before the pandemic. When the pandemic came,

no one left the house anymore, no one went on sales duty anymore, being in a closed environment, where they pass

several people. She couldn't do this anymore. So, the decorated apartment was extinguished for two years.

No one would visit decorated apartments anymore. Another thing, everyone was online, at home, but online.

So what happened? What did all construction companies, all developers need to do? Invest heavily

in virtual models of your projects. And then, folks, a gigantic race for rendering began

increasingly realistic. Show every detail of the project, since the person will no longer be able to see the physical model,

Since she will no longer be able to enter the model apartment, what do we need? Take a virtual tour.

We need to make sure that the guy who is at his house, on his iPad, can walk around the apartment

virtual model. We need to make sure this guy is in contact with our product without being able to be physically here.

And, guys, it was absurd how much the rendering area exploded during the pandemic.

Cool, and now the pandemic is over. Did you stop doing that? No, people, because once you see it, you can't unsee it.

Once you've tried it, you can't unsee it, unexperience it. So the market continues to contract demand

too large of renderings to use as a sales tool. And a sales tool has value.

If you said to the owner of the construction company, if I have this, this and this, that is, images, film and a virtual tour,

We will be able to sell the apartments in two months, three months. He thinks, damn, cool, how much do you need?

100 thousand, 200 thousand, 300 thousand, how much is it? I'm going to invest in this, because, guys, think with me.

Think of a construction company that is going to launch a project and they are going to rent a kiosk in the shopping mall.

Those who stay in the middle of the corridor to put a physical model there, to be able to sell apartments in that tower.

Guys, I don't know about your city, but a week's rent in a shopping mall, in a kiosk like that,

It costs at least 50 thousand reais. One week. Imagine leaving it for a whole month, that’s 200 thousand reais.

Imagine if you were able, with rendering and the virtual model, to anticipate the sales of a building that would be in six months,

reduce this to two, three months, because it has quality images, because it has film.

There are months of saving at kiosks, in shopping malls, at brokers, on a thousand things that cost hundreds of thousands of reais.

So it's really worth paying 30 thousand for render images, 20 thousand, 50 thousand.

Do you understand that this is saving half a million on the other side?

When you start to realize this, you really start to see how valuable the rendering work is.

Because, sometimes, we are here behind the machine doing it and we think,

OK, but it's just an image, I spent a day making that image, but it's a sales tool.

When you start selling value, instead of selling price, you start to understand the power you have in your hands.

Remember I said that render is power? That's why, folks. Because of that.

It's because it's a powerful tool for construction companies, for architects, in short, for all those people to do.

And we are only talking about the conventional model that exists here today.

What is the future? I'm going to talk about two futures here that are together, it's the same future.

But the future of rendering in terms of software and in terms of artists

and I will also talk about the future in terms of possibilities and the market.

okey?

The first thing I'm going to tell you here is about software.

As I said before, it took days.

Days, sometimes it took a while.

I've already made renders that took 36 or 48 hours to render and hope that the power wouldn't run out.

I already did that, okay?

Today, the longest render I ever do must take an hour.

Wow, Ander, it is still a long time for a render, no?

Wow, but compared to 36, 48 hours, it's much faster.

I'm talking about super complex images of very high quality here, okay?

That said, technology is evolving to such a point that what I already imagined back then will happen

and that perhaps you also believe, which is, folks, no one will ever wait again for a render.

For me, it is very clear that no one will ever again have to wait even that hour for a render.

Why?

Because all rendering software companies are working

or for the software to become real-time

or creating versions of their own software to be real-time, okay?

This is happening, a high investment is happening.

Chaos Group, for example, is the creator of V-Ray, a powerful rendering engine

that gave me so much joy, I even worked a lot, I did a lot with it.

What happened to these guys?

Wow, they saw that Corona was something that was bothering

because it really is a powerful simple, easy, fast, efficient renderer.

My God, it's the best thing in the world.

They bought the Corona, now they bought the Escape, right?

So, these companies are agglomerating other software

to master the technology of being real-time.

Epic Games owns Unreal.

Unreal is a gaming platform, people.

Think with me, wow, there's a game you played there, Need for Speed, Call of Duty, I don't know,

any game you played there, GTA.

You enter that virtual environment and you see everything rendered instantly.

You look to the side, there's smoke, there's the ground, there's the bridge, there's everything there, isn't there?

Imagine that this game technology, we are bringing this to architecture

so that when we are inside, instead of playing,

we are seeing the software screen and the software screen is already rendered.

So this is real-time, rendered in real-time.

So, we don't wait any longer to render, we can see it straight away like a video game.

And this technology, until then, was a bit crude, because everything that was real-time seemed like a game.

I remember everyone said that, yes, but it seems like a game, it seems like a game, right?

And every day it's proving more and more that, man, it doesn't feel like a game anymore, it feels like real life.

And that's why one of the big bets I have here at the studio and at school, at my school,

is to master these three tools, 3D Studio Max, Corona Render and Unreal.

So the future of technology, to me, is clear and obvious.

Everything will render real-time in the future, absolute certainty.

Cool, that being said, you have to be an artist prepared for this, right?

What sets you apart as an artist?

What is the role of the 3D artist?

In the past, the role of the 3D artist was to master these tools in a way almost as if they were a programmer.

He had to calculate how many light bounces there would be,

To put it together with how many reflections, with how many I don't know what, I had to do a thousand things.

Just let me tie my shoelaces because my sneakers are falling off.

Before you had to know a lot, technically, about this software.

Today you have to master them, but it's getting easier every day to master them.

Do you know why the name is 3D artist and not 3D technician?

I do not want, in any way, to belittle the technical people,

which is modeling, for example, of some specific things,

mapping some specific things, several specific technical things, okay?

This is all great to know as an artist, the more knowledge you have,

the more genuine artist you are, the more possibilities you have to do things,

the more tools you have at hand.

But really, really, guys, that doesn't matter much as a differentiator

and what really matters is what you can do with it.

3D artist is not a 3D technician.

A 3D technician is a technician who knows how to do that technique,

changed the software, fucked it, or removed the buttons, screwed it.

This is really cool, because in the first three modules of my complete training,

3D Training Workshop, I'm not talking about rendering, can you believe it?

I talk very little about rendering in the first three modules,

because I need my students to understand that they need to understand

color theory, they need to understand photography,

they need to understand lens, they need to understand desire,

of feeling, of emotion.

Isn't that what an artist does?

So my focus is on that, among other things.

I teach all the technique too, but what I want to say is this,

each time the technique will be less required and the more refined your artistic sense,

the more you can get out of it.

Think with me, I'm going to say something here so you can follow my line of reasoning.

Just get it, I love photography and I follow several incredible photographers.

A while ago, to take a good photo,

you needed to master many parameters of a photo camera, many.

And I quote here, you need to continue dominating,

you need to understand photography, I teach this in my training

and don't stop learning, this is important, photography is important.

But it was essential to take a good photo on a professional camera,

a thousand things, ISO, aperture, focus, lens, light, equipment,

take the photo, you have to print it, the way you print it, a photo will come out like this,

like that, lighter, darker, with color, without color, a photographer’s process.

To get a really good photo, you need to master several things about the process of taking the photo.

Nowadays, folks, any phone takes a photo with incredible quality.

I'm not saying it takes a beautiful artistic photograph,

It is precisely this parallel that I want to show you here.

Before, you needed to master a thousand things on a camera to be able to develop a photo.

Today, any cell phone takes an incredible photo.

What is an amazing photo?

An incredible quality photo, with the light compensated correctly, with it being in focus,

of having the colors, what I want to say is that today it is easy to take a photo with great quality.

It turns out that even though it's so easy to take photos with your cell phone,

How come you see so many bad photos?

How does our mother, sorry mother if mother is seeing me,

You can take so many bad photos, even with your cell phone, that it does everything for you.

Still, Mom manages to shake the photo, manages to be behind a plant,

It can be a little noisy, why?

Because it's not the cell phone that takes the fucking photo, it's the photographer.

In the same way, all software, they can do everything automatically,

just like a cell phone does with a photo.

Still, you need to be a 3D artist to make a quality render,

a render that excites and that truly creates a sales tool for anyone who is selling something.

We're talking specifically about the real estate market, but it's all about income, people.

Before it was just cinema, then it was cinema, animations, architectural renderings,

some campaign or other for advertising.

Today it's in everything, people, everything you see,

everything, you go to a website for these real estate stores, like Tok&Stok, I don't know, all these,

everything renders that, it's not a photo.

With tennis, it's already a success.

With car, there is no such thing as a car anymore, folks, a car means everything.

In other words, everything is rendering, everything, everything, everything, everything, everything is rendering.

Imagine an entire industry needing to pay off, people.

It is the ideal opportunity for good 3D artists to have a job forever,

because you will always need to maker renders.

And when I'm talking about rendering, I'm talking in a way that makes it easier for us to understand here,

but I'm talking about creating three-dimensional models in a virtual way

that can be printed, that can be viewed on a screen

or that can be used with virtual reality and augmented reality.

And then we came to another part of the market.

What is the future of the rendering market?

When we start to think about professions, we start to think like this,

Will what my father does today be the same in 10 years, 20 years,

What is his profession, exactly, will he still have?

Or not? Will a machine do it or will no one else want it?

My mother, my uncle, my aunt, and what I'm doing today

Is it something that has this perspective of what I'm putting here now?

It's something I can invest time, money, energy,

because it is certain that it will perpetuate itself and that it will bear fruit in the future?

Or am I investing my time, my money, my energy,

Doing something that soon won't happen and I'll cry afterwards?

All areas are increasingly in need of renderings.

I can only see a very, very promising future

for a career as a 3D artist or people who work

creating virtual environments, which is the 3D artist.

So really, folks, the market or the future of rendering

promises to be incredible.