What is 3D animation? A guide for clients

3D animation is bringing a digitally built world into motion: a building, a product, a space or a concept. Where a still image shows one moment, an animation takes the viewer through time, along a camera move, through a space, or through a process that unfolds.

In this article we explain what 3D animation is, what it delivers and when to use it.

What 3D animation adds

Movement tells something a still cannot. An animation shows not only how something looks, but how you experience it: how you walk through a space, how a product works, how a design relates to its surroundings.

That makes 3D animation strong when:

• a space or route has to be experienced, not only viewed;
• a process or way of working has to be explained;
• a story or concept has to be built up over time;
• imagery has to carry an emotional charge a still does not reach.

A good animation is not a series of separate images one after another. It is a directed whole with rhythm, camerawork and timing, closer to film than to a slideshow.

Which forms of 3D animation are there?

3D animation is an umbrella term. The most important forms Beyond3D makes:

Architectural cinematics

Cinematic animations of buildings and spaces, in which camerawork and light bring a design to life. We wrote about this in architectural cinematics: a design in motion.

Concept films

Animations that explain an idea or plan before it exists. Suited to pitches, presentations and support. See the concept film: making an idea tangible.

Presentation and product animations

Moving imagery that presents a product, design or service convincingly.

How does animation relate to still imagery?

Animation and stills are not competitors; they do different work. A still is direct, shareable and cheaper to produce. An animation is more immersive and can explain more, but calls for a larger process. Which choice suits which goal is covered in animation or still image.

When do you use 3D animation?

3D animation is worthwhile when:

• a space or route has to be made experienceable;
• a complex idea or process needs explanation;
• a presentation or campaign calls for moving imagery;
• a brand or project wants to present itself cinematically.

Frequently asked questions

What is the difference between 3D animation and 3D visualisation?

3D visualisation is the broader term for making 3D imagery; that can be still or moving. 3D animation is specifically the moving form. Both build on the same 3D basis.

How long does a 3D animation take?

That depends on the length and complexity. A short animation is a different process from an extensive film. More on planning and costs in commissioning 3D animation.

Who does Beyond3D make 3D animations for?

For clients in interiors, real estate, architecture and live entertainment, and for brands with a visual question. See the 3D animation service or an example case.

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3D animation is ultimately a way to put movement in service of a story. It does not only show an idea, but lets it unfold, the way a film does.