AR/VR/animation concept pitch
We were asked to produce an offering that the panel would not expect from the company – the competition panel were being offered a unique physical solution and this needed to be reflected in the way we represented it visually.
Present the physical concept with aligned thinking: The model was a concept, not a finished design, so everything about our approach had to reflect this. It needed to suggest ease of adaption, transformation and future proofing.
Demonstrate digital capability: Show that the company is engaged with its digital strategy.
Future-proofing across all aspects of the practice: Highlight that everything is adaptable by giving multiple options across multiple channels.
Show project innovation.
…and do it all in 4 days!
The project was scheduled to run over two weeks. Unfortunately, due to design delays we received the plans four days before submission.
In four days we produced an app with both VR and AR capabilities, a physical model demonstrating both the external area and internal areas being conceptualised, a build animation, a basic fly-through, conceptual matte paintings and a presentation.
The app allowed us to turn layers on and off, and show how the space is transient and malleable, demonstrating volumes and areas in both AR and VR. It allowed the user to interrogate the spaces as they moved through the VR, seeing how the insertion of an English Garden or moving a concourse changed the tone and nature of the space. The physical model included a marker, fixing the AR exactly in position so the planes on the scale model matched those within the virtual model.
A build model and fly-through animation inserted into the presentation gave the competition panel a taste of what they would be seeing in AR/VR, with the concept mattes allowing them to truly understand the vision.
“Fantastic. Absolutely amazing work”
– Competition panel judge after the presentation, in reference to the digital and physical model offering
Personal Note:
The presentation was a huge success and is now being used as an exemplar for presentations going forward, both in terms of technical excellence and integrated use of media. I have some regrets about this, as I know that my team, given more than four days, could produce work that is orders of magnitude above what is already an excellent and innovative entry.
Team: Creative Design Atkins
Co-ordination and Delivery: Sharon Bruton
Animation and Matte Paintings: Andy Pennington/Chris Jennings
App/VR/AR: Leigh Firmin/Matt Smith/Aled Lloyd
Physical Model: Toby Laughton
Presentation: Juliana Dalla Rosa/John Tang
