Jeffrey Faranial

We would like to welcome you one of the best 3D Artist in our list.  Please check out our interview below. Behind  the principles of his awe-inspiring quality output including insights and tips from no other than…

Featuring:   Mr. Jeffrey Faranial
a.k.a Arkhitektura
Visual Director/Designer

“The Interview”

1. Please tell us a little bit about yourself, like how long are you working in this industry?

I initially work as an architect/designer in Bahrain for five years and moved to Dubai, UAE in 2012 to continue my career.

For the years I worked abroad; I also set a goal to explore, visit different places and be part of a new culture. Throughout that journey, I had never envisioned that my interest in visualization would set in and play a big role in a more satisfying career. While a visual epitomizes what we see; it also stood for the important subject, meaningful events and place in our lives. I always want the result to be the best possible version of the design intent created through the tools we love.


2. Kindly share the basic process of the work you will share to us?

“Building design and construction is an expensive process. Any change to layout or materials when construction is underway means extra cha-ching from the client’s pocket, so the industry wants clients to have an accurate vision of a home or building before the first shovel hits the ground.

Basic sketches, elevation and floor plans used to be the most common way for architects and builders to describe, market and sell their homes and buildings, and they still have a place in the industry(even these medium goes digital nowadays). But 2D drawings and plans don’t always translate to clients. It can be difficult to grasp how one room flows into another or what the building looks in the context of its surroundings.

Architectural visualization, or Arch Viz, is a broad term that describes “seeing” architectural designs before they are built. It encompasses everything from basic sketches to more sophisticated 3D renderings and interactive virtual tours.

3. What are the difficulties you encounter in working this project and the solution you can suggest to our readers?

A lot of design companies lose tons of money because of communication problem. Digital Architectural rendering helps to prevent these costly crossed wires by streamlining the communication process between every team member involved in the construction and design of a building. It also allows you to find problems with dimensions, assess how well you’re using your space, and ensure that your clients are happy with the internal and external look of the building – before you begin the construction process.

I’ve been in this industry for almost a decade now,and to me, the hardest part of the job apart from managing people surrounding the business will always be finding the right composition.The key here is to keep it as clear and readable as possible. Reducing the perspective lines makes you understand the image quicker.Having said that, I always find myself going back to the basic theories I learned in school of architecture.

Another area of development is the so-called Post Production stage.In my opinion, it also plays a big role in the actual Production process. There are successful visualizers who actually do the main part of their work at this stage. So I’m not going to sell it too short.

The path I chose to follow depends on the goal I set at the beginning. The aim is to consider the speed of business without compromising quality.Producing images for a competition is a different ball game than producing high-end interior visualizations for a real estate marketing print ad. It demands completely different things from the process of making these images and from the images themselves.

4. What nifty tips do you share to the community in working this kind of projects?

There are a lot of resources to be found on the web and elsewhere and I am sure there are a lot of people around here that know more about the nifty technical stuff than I do. Also, I’m a big fan of the KISS principle (Keep It Simple Stupid) or Less is more.

5. Do you have anything to add that will help inspire others. Please feel free to let us know.

Three-dimensional renderings are an essential part of the design process that builds an emotional connection between client and your design. In the process of creating one, think of yourself as an architectural photographer.

A visual should tell a story about the building you’re creating and the people that would live in it. Incorporate aspects of great photography to make the most effective render you can. Things like composition,form, balance, pattern and color grading should always be on top of visual consideration.

3D visualization is an amazing marketing technique. You’re not just showing that you embrace the latest technology – you’re using it to your advantage. So have fun and always be good!

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Interviewed by:
Rey Gerali

We generously thank Mr. Jeffrey Faranial for the  inspiring insights, contribution and knowledge he shared to everyone in the community. We hope to learn from the experienced people in the industry, it might help guide us to the right path towards the future.

Please stay tuned for more inspiring featured Artist who helps shape the Philippines CG communities…

Remember “K.i.s.s Principle”