Creating emotion within motion stills

Emotion has become a crucial element to not only take cognisance of but to incorporate it into any architectural renders and designs significantly. The digital age has given the average global user a high standard of visual expectations that demand graphics, renders and animations. This translates to constant innovation in the industry and pushing the virtual envelope with every design. This over saturation of visuals available online has forced architects to innovate around the concept of evoking emotion.

Photographs are an extension of our memories and the feelings attached to them. Memories are not stagnant, and so compelling images need to move in unison with the emotion it can summon. Through advanced stabilisation and rendering, renders are now able to speak to an audience through still-movements. Motion stills have the power to reach an unlimited audience with its ability to use familiar environments in a digital realm.

Motion stills do not attempt to recreate reality but rather recreate a feeling of familiarity. Putting this into practice would be using the example of new developments on a beachfront. Presenting this to a client as a virtual render would be sufficient because of the perfected techniques and elements involved, however, once a client can see the waves crashing on the beachfront and clouds moving across the virtual sky, they are actively engaged in the render.

This engagement is rare in stagnant renders, but in motion stills, architects have discovered the heartstrings of the digital world – motion in emotion. Communicating with a client through a motion still enables conversations to transpire and evolve from linear thought processing to immediate complexity. Once you attach meaning to something, it is difficult to detach this from anyone’s vision. Using digital media has enabled the industry to understand the complexities in the world and translate them into a moving still. These motion stills communicate ideas and create moments to allows us to modify our concept of architecture.

 “Motion stills captures a viewer better than a still, because of the detail in the animation. It is definitely an international trend which is why we have focused on this at Vizform” – Ben Pretorius, Vizform CEO.

Motion stills allow us to question what we evoke in our audience and why. It brings depth to our profession and transmits meaning to our clients through this environment. Motion stills provide our audience with context around their experiences.

There is no genuine emotion without it tied to a place, and there is no place that does not illuminate somatic commotions; therefore it is a true architectural artist that conveys a more profound sentiment through motion stills. Creating emotion within motion stills is the newest approach to Emotional Architecture – a concept introduced by German-born Mexican architect Mathias Goeritz in 1953).

We invite you to experience the ever-evolving complexities in your emotions within our motion stills and look forward to creating your version of reality at Vizform. Contact us for more information on Motion Still and how they can aid you in your development space.


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