"Film provides an oppurtunity to marry the power of ideas with the power of images"
All great ideas start with a concept. MMA’s large variety of experience from multiple backgrounds gives way for a plethora of critical ideas and design styles to make our firm stand out from the rest. The concept of the project is to reflect throughout the design of the building in its earliest stages. From the moment the pencil hits the paper until the Export button is hit in Premiere, the concept is kept it mind throughout. The Multimedia Artist producing video content is to carry on the energy, look and feel of the project and only enhance it with the astounding power of video. An image can be described in multiple pages of text, and a video only conveys countless more.
The model and project must enter a 3D visual stage. It can then be brought into a 3D software for further material work and the addition of aspects of realism to present the project in a representation of its real environment. These include foliage, weather and showcasing how people may interact with the work.
GETTING YOUR SHOTS
“Humans are incredibly visual and powerful, moving images help us find meaning… [and] video helps capture and contextualize the world around us.”
The oppurtunity to control the Field of View is a challenging one. In architectural media, the Multimedia Artist is responsible for everything that enters the field of view. How will the highlights of a project be showcased? Conventionally or unconventionally? Is it better to see more or less? What is the most important thing to showcase within the timeframe. Conversations are always an absolute necessity between MMA’s multimedia artists and its architects, to showcase and emphasize what will make the project great, and stand out among the rest. Various factors come in to play, such as color, lighting, material, perspective and the proper environment that highlights the project best.