Loxley Valley, Sheffield
client
URBED
Budget
£10,360
Deliverables
9 CGIs + 4 Animations
Brief
The firm approached urban environmental designers Urbed to create CGI imagery supporting a planning appeal for a 300-home township in the Loxley Valley. The site comprised abandoned factory buildings. The proposal featured a community hub with a locally-sourced produce shop, café, and library. Since house designs weren’t finalized, guidelines were provided for the architectural style.
Solution
Work began two months before the appeal deadline, allowing time for three initial images: one street scene and two community area views. The team adapted previously created buildings from their library per the architectural designer’s direction.
After the client reviewed these renders, three weeks remained before the deadline when he requested four additional images. He’d commissioned drone footage of the deteriorated valley and wanted an animated split-screen showing the proposed transformation. Full animation would require 1-2 months, time we didn’t have.
Instead, we composited created images into drone footage with annotations. Rather than traditional animation (25 frames per second), the team employed camera panning, stylistic image editing, and 3D animated people to create an animated effect, which was faster and more feasible within the timeframe.
Results
9 CGI images and 1 full length video production with animated sequence were delivered ahead of the planning appeal deadline, as well as 3 x mini animations with moving people.
“We wanted to find the right CGI company that would be able to deliver a set of CGIs within a tight timeframe but to a high quality.”
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