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Shopping centre/mall animations


Chris MacDonald
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we have done many, they are a PIA and very few actually hit the mark. Clients still have a tough time getting out of the one continuous path mind set, "how do I get from A to B", which is find for design animations, horrid for marketing. Also the level of detail required populating the shop interiors is very time consuming.

 

the eastland animation was done by Atomic 3d http://www.atomic3d.com.au/films/, I work of the architects (although in the Brisbane office, eastland was designed by the Melbourne office)

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Clients still have a tough time getting out of the one continuous path mind set, "how do I get from A to B", which is find for design animations, horrid for marketing. Also the level of detail required populating the shop interiors is very time consuming.

 

Yeah, I find that is an issue too. They have specified they want to walk through the centre - which is more/less a single straight line. It won't exactly be awe inspiring if we let them do that.

 

Also the level of detail required populating the shop interiors is very time consuming.

 

Yeah, I had to do 3/4 shop windows for a still for this project, and they took ages. I don't think people realise how much design actually needs to be done for elements like this. Would you happen to know how long/how many people worked on the Eastland video? Or at least an educated guess?

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Yeah, I find that is an issue too. They have specified they want to walk through the centre - which is more/less a single straight line. It won't exactly be awe inspiring if we let them do that.

 

 

 

Yeah, I had to do 3/4 shop windows for a still for this project, and they took ages. I don't think people realise how much design actually needs to be done for elements like this. Would you happen to know how long/how many people worked on the Eastland video? Or at least an educated guess?

 

Not too sure, I wasn't involved in the project.

 

We have managed to convince a few clients to go for shorter movements through the mall. You are still proceeding from A to B but eliminating all the boring bits, especially avoiding walking down "gun barrel" for the long straight segments of the mall. It is also much easier to manage the model as you only need detail closer to the camera. For the shops in the distance, a simple image will suffice. It is amazing what you can and cant get away with. One of the trickiest bits to manage is reusing shops without being noticeable.

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