What Makes A Great Property Campaign and Architectural Presentation in the New Digital Reality
The whole media landscape and how we communicate with each other has been going through a drastic change. Never have there been more short-format social media videos, TikToks, movies, and TV series we can consume daily, changing how we interact with brands, businesses, and even architectural projects.
For those already running lead generation campaigns and innovating these fields in real estate and architecture, this might not be that great of a challenge. Still, we see architects, property businesses, studios, creative agencies, and marketing firms playing catch-up, trying to integrate this change from static to motion into their daily workflow.
Meanwhile, ZOA Studio has always been on track with this worldwide shift as creating animations for architectural projects and developments was our focus from our foundation onwards. In 2024, we have to continue to innovate, adapting to the evolving state of the current market, and making good use of two decades of expertise and foresight based on feedback and data.
Here’s an interview and some takeaways from our founder and CEO Máté Hámori on the topic of this changing landscape.
What’s the biggest change in how the visualization industry operates, compared to 10 or 20 years ago?
In the years since our foundation, video has slowly become the leading content form in digital marketing. We anticipate the same thing happening in architectural visualization as well, so it’s a great advantage to have experience in telling stories and creating types of animated content that earn more attention and bring more engagement in this new world of overwhelming digital noise.
What are the new challenges that ZOA faces today?
Best practices might be evolving but we have always had a strong foundation in concept development and film production. What we had to do however was to break away from mainstream rendering companies and strive to redefine our standard in architecture and real estate communication in this new post-image era. That meant slowly shifting the focus away from snapshots and walkthroughs to visually stunning, engaging, and emotionally moving storytelling.
How do you keep up with this change on a technical level?
Back in the day, computers were a huge limiting factor, particularly with slow rendering times. But now we are capable of quickly creating virtual environments and making changes on the fly, tweaking designs in real-time, and seeing the impact of those changes immediately—even when the changes in question involve motion. Keeping up with technology grants us the time necessary to focus more on developing ideas, and thus create better movies that wow juries, clients, and their audiences as well.
What about the audience? How do you cut through the digital noise you’ve mentioned in terms of format or workflow?
I strongly believe in animations that stand out on smaller screens as social media platforms are where developers and architects go to reach their global audiences. By focusing on digital, more architects and real estate players will see movies as the foundation of their upcoming campaigns and presentations – based on not just data but returns. In the next 10 years, as the industry moves to create more animations, we are in a very good position to be at the forefront of this evolution and speed up production to dedicate more time to creative exploration. The shifts we’re experiencing are not just changing our day-to-day operations, but the whole industry in the next five years.