Sofia Verticale: how it came together.
How it came together.
- 01
The building is never redrawn
The tower is the one thing in the picture a buyer can check against the real one. So it comes from the developer's own renders in every frame, and the direction goes into what surrounds it: the hour of day, the street and who is in the room.
Creative Direction - 02
One facade, several hours
The front elevation is the same in every exterior frame. What changes is the light, from flat daylight to dusk to lit windows, and the street in front of it. Holding the building still makes the hour the variable, so a reader compares times of day rather than slightly different towers.
Creative Direction - 03
Most rooms have someone in them
An empty render shows the finish. A render with a person in it shows the size of the room, because the eye measures the space against the body. The terrace and the living room are lived in for that reason.
AI & Machine Learning - 04
Notes, round by round
The renders went through several rounds of the developer's notes before delivery. Every render is in the direction deck, with the reasoning behind each one.
Creative Content QA & Ideation
