In the architecture, engineering, and construction (AEC) industry, animation has become a powerful tool for bringing designs, concepts and construction plans to life. Unlike static renderings, animations provide a dynamic and immersive experience, allowing decision-makers to visualize projects in motion, understand complex details, and explore designs from multiple perspectives.
Small Giants — a full-service creative marketing agency focused on the AEC and commercial real estate (CRE) industries — brings a broad range of expertise in crafting diverse visual media content to meet its client’s needs. This Q&A with James Richardson, visual media specialist at Small Giants, explores the role
of animation in the AEC industry, its benefits, and how Small Giants leverages the latest technology to deliver compelling, high-impact visuals for its clients.
How does animation serve as a tool in the AEC industry?
Animation overall is a visual aid. Its main purpose is not only to entertain but to guide users through an experience or story in a way that keeps them engaged. Aside from construction visualizations, animation – and more specifically, motion graphics – is the art of guiding a viewer’s attention through a given experience. This could be website animations that help users navigate a webpage, it could be overlayed infographics on a video, helping viewers understand the message of the video more effectively through strategic word placement or stats, or it could be leveraged as a storytelling device — a standalone story-driven animation. It’s an effective way
to deliver high-level information through a platform of visuals instead of long-winded documents or interviews. Think: a picture book versus a textbook; animated diagrams can be so powerful.
What animation techniques are commonly used in the industry?
Sequencing and logistics are the most common. Sequencing – this is a timeline of a property or location showing the sequence of construction from groundbreaking to finished product. The purpose: to show the whole plan for construction from start to end. Logistics – who is going to be where, when are shipments arriving, how do we coordinate traffic and people, what does the schedule look like and how are we going to effectively get there? These are the most common, but there is no limit to what you can do with animation.
How can animation enhance architectural visualization?
Animation enhances the overall architectural visualization by giving the audience a “boots on the ground” kind of perspective, alongside “eyes in the sky” views as well. Overall it helps see the project in a more realistic space, while also serving to enhance the visual experience by incorporating vehicles, structures and people into the scene to aid in the complex mechanics of a job site.
What are the key differences between traditional 3D renderings and animations in AEC?
There’s not much difference in 3D rendering, but there is a whole lot more control. Oftentimes the software available to engineers can be limited to certain kinds of animation capabilities. That’s where Small Giants comes in: we leverage different animation and rendering capabilities to enhance and expand upon the models already built. With the help of cinematic expertise, alongside motion graphics, we take these models and create a more elevated visual experience.
It’s just a different way of thinking really; effective storytelling makes all the difference.
How does animation improve communication between architects, engineers, and contractors?
It’s one thing to give instructions verbally, it’s another to see the instructions visually. A lot of the time, architects, engineers, and contractors are simply working with static drawings, and while they do also have the ability to animate rough timelines, story-driven animation on the other hand creates a more dynamic space to visualize every possible situation and interaction on that job site. It gives everyone a “god’s eye view” ultimately. It’s a powerful way to see the entirety of a construction job, see conflicts, and make better estimations, ultimately increasing safety and job site awareness, while also saving time and money.
How is AI impacting animation and what future trends do you see in the AEC/CRE industry?
AI is a POWERFUL automation tool. Its effectiveness in helping analyze data, convert data, create rough drafts, and connect the dots between two ideas is a tool we’ve all been waiting for. Not only is it an effective tool for data and information transference, but it’s also extremely handy to save time on renders and quick ideation. Image and video generation is on an upward trend of being nearly indistinguishable from real video. Additionally, AI helps fill in the blanks from a 3D standpoint by analyzing scans and helping to create faster digital twins, whilst also analyzing potential job site risks, etc. Ai as a tool is a very exciting development in the construction industry as well as for the creative like me.
Can you share an example of a successful AEC animation project Small Giants has worked on?
Some of my favorite experiences working with clients have been the walkthrough with them, building their stories, and in the process discovering potential risks and cost savings during that process. It’s very rewarding for me to work alongside them; leveraging heatmaps, sequencing concepts, logistics, 3D modeling, exploring the data, etc. I love data! And in that process, we tend to refine their overall approach and deliver a better product as a team. Every once in a while, there will be an “aha” moment where animation has helped them work through what was otherwise a complicated concept to grasp without visuals; ultimately helping them refine their
vision and tell a more persuasive story.
What feedback have clients given about using animations in their projects?
I’ve received very positive feedback, especially on its ability to unify the construction team and enhance collaboration. There’s a unique “hype” that emerges when a project’s unified vision comes to life through video. It provides everyone involved with a clear overview, helping them see the bigger picture and collaborate more effectively. This has been especially valuable for those who need to present and explain complex ideas but may not have strong presentation skills. It’s one thing to discuss a high-level concept in a room full of people who may struggle to grasp it, but it’s another to have a visual aid that does the talking for you. Additionally, it’s an excellent way to condense ideas into a concise, one-minute overview, rather than trying to explain every detail verbally. It’s proven to be a great asset for teams needing that extra leverage when presenting their ideas.
James Richardson is a dynamic motion graphics artist, animator, 3D generalist, and web app developer who transforms complex ideas into interactive, digestible stories. With a robust background in cinematography and 3D compositing, he crafts immersive visual narratives that fuse cutting-edge design with technical expertise. Blending artistry and innovation, James specializes in creating stunning motion graphics and intuitive web experiences that speak directly to the AEC and CRE industries. His work not only captures attention but also distills big ideas into elegant visual solutions, making every project a testament to the power of storytelling through technology.
