The Power of Previsualization: Enhancing Creative Communication and Collaboration

Understanding Previsualization

I didn’t know it was going to look like that.

Every Executive Decision Maker Everywhere

For creative professionals, project leaders, and stakeholders alike, there’s nothing more unsettling than hearing comments like this. Clear communication of a design is vital to ensure everyone is on the same page. Yet, verbal descriptions, creative presentations, and even renderings can fall short, leading to misunderstandings and unmet expectations. Sometimes, renderings can even distort our sense of space and scale. When projects involve millions of dollars and tight deadlines, absolute clarity isn’t just helpful—it’s essential. That’s why, with so much on the line, models and mockups are the preferred solutions for achieving true understanding.

In theater, for example, scale models have been used as a visualization tool for centuries. These models, akin to adult dollhouses, not only solve communication issues but also aid in brainstorming, problem-solving, and team cohesion. Consider this progression from mockup to scene in David Korins’ set design for Lin-Manuel Miranda’s “Hamilton.” 

While sketches and built sets might look similar, only a scale model truly captures the dynamic features of a set—like rotating floors and movable staircases. Getting hands-on with a model lets everyone dive deeper into the creative vision. This level of insight is what transforms a client’s reaction from “That looks interesting,” to “I can totally see myself in this amazing environment!” The power of spatial communication comes to life with the digital 3D equivalent of a scale model: computer-based previsualization.

Previsualization, or “previz,” is like the digital version of scale models and is often linked with film production. It uses 3D software to craft detailed visuals of sets and camera movements before anything is built. But previz isn’t just for movies—it’s widely used in architecture, event production, and real-time rendering too. It offers a sophisticated and accurate way to visualize projects, ensuring everyone has a clear picture of the end goal.

Unlike static renderings, previz offers an interactive experience. For example, a single image of a building locks the viewer into one perspective, limiting their understanding of the structure. But a 3D model lets you explore from any angle, giving a fuller picture. This interactive approach fosters a complete understanding of the project, leading to better feedback and clearer communication.

Let’s take a look at this rendering of a building.

Do you recognize it?  How about with this alternate angle?

Even if you didn’t recognize Rome’s Colosseum, certainly you can recognize the first image doesn’t tell the whole story of a partial facade. Even better, why don’t you go experience the Colosseum as a model for yourself.

Imagine you’re a developer in ancient Rome, investing a fortune to build the Colosseum. Would you settle for a sketch? A photorealistic picture? Or would you prefer something you can navigate and explore on your own, like an interactive model viewed in a web browser? By digitally “picking up” the Colosseum, turning it around, and examining it from different angles, you gain a more comprehensive understanding of the project. This hands-on insight enables you to provide better feedback and use the model as a communication platform for clear and actionable input.

Virtual Reality (VR) can elevate the previz experience by immersing you directly into the model. Platforms like Sketchfab support VR, allowing you to navigate and explore models in a virtual environment. This is especially useful for large-scale projects, serving as an essential tool for clear creative communication. While many previz platforms rely on specialized software that requires 3D modeling expertise, the user experience can be quite accessible through a web browser. How did you find your experience viewing the Colosseum on Sketchfab? Did you feel empowered to navigate the model with ease?

Now, imagine that model was of your upcoming project. What if you could tag objects in the scene and leave notes for your team? Or interact with elements to review different variations with a simple mouse click? Want to see your stage, installation, or building under different lighting or weather conditions? All of this can be shared within a 3D model right in a web browser. Previsualization enhances stakeholder understanding, empowers clear decision-making, and decreases miscommunication.

Benefits of Previsualization

• Enhanced Communication: Previz tools bridge the gap between creative teams, technical teams, and clients, ensuring that everyone has a clear understanding of the project’s vision and function.

• Cost and Time Efficiency: By clearing up communication issues during development, previz helps to avoid costly mistakes that could impact project delivery.

• Improved Collaboration: Previz fosters better collaboration among team members by providing a shared, interactive visual reference .

• Creative Exploration: Previz allows for experimentation with different ideas and concepts, leading to more innovative and refined outcomes.

• Client Engagement: Previz democratizes 3D, empowering project stakeholders to use this powerful communication tool and feel like a knowledgeable partner in the collaboration 

• Error Prevention: The detailed visual representation of a project allows team members to spot design flaws early in the process, ensuring prompt rectification and minimizing costly revisions during production.

ITA Previsualization Services

ITA offers a range of previsualization services, including custom software solutions, VR applications for immersive viewing, and web-based solutions for easy access. We partner with platform providers or customize unique solutions based on project needs. Previz benefits almost every project, improving team experience and delivery.

By leveraging previsualization, projects can achieve higher quality outcomes, clearer communication, and more efficient collaboration, ultimately leading to successful project delivery. Check out these examples from our service partners.

If a picture is worth a thousand words, a model is worth a million insights. A computer-generated model is worth infinite possibilities.

Previsualization tools take these infinite possibilities and put them into the hands of creative professionals, project leaders, and stakeholders, allowing them to explore, refine, and communicate their vision like never before. By immersing everyone in the project through interactive, navigable 3D models, previz empowers teams to make informed decisions, prevent costly mistakes, and deliver projects with clarity and confidence. As the world of technology continues to evolve, embracing these tools is not just a competitive advantage—it’s a necessity for success in the modern creative landscape.