BirdStone
  • HOME
  • ABOUT
  • SERVICES
    • motion graphics
    • 3d animation
    • visual effects
    • video editing
    • graphic design
  • WORK
  • CONTACT
  • FAQ’s
  • Search
  • Menu

A Specialist 3D Animation Agency based near Bristol

Birdstone Digital are a small, bespoke 3D animation studio who take pride in our ability to bring ideas to life using detail and precision. We can produce mesmerizing TV idents, immersive 3D product videos, or any other project that demands the magic of animation. 3D video production can bring a whole new dimension to your product video, and Birdstone have the resources to deliver outstanding results. Even though we are one of only a handful of specialist 3D video production companies in Bristol we may be more affordable than you think. Please get in touch to find out how we can work together on your next 3D animation, or please see examples of our 3D video production below.

3d animation or visualisation refers to objects and movements that have been virtually created within a three dimensional environment. It offers real world principals such as lighting, reflections, camera lenses and even gives the option for dynamic simulations, such as fluids, gravity and other physics-based algorithms. It is the basis for video game design and the majority of modern day movie effects.

On a smaller scale it is often utilised within product videos or adverts where objects need to either look photo-real or move within a full 3d environment. It is also used within architectural fly-throughs and other interactive applications such as virtual reality.

With a more creative mind set, 3d animation offers a wealth of possibilities, allowing you to bend the laws of physics by applying negative gravity, creating cameras that have impossible perspectives or even use reversed lighting which sucks light away. This way of thinking has made any visual effect a possibility, offering limitless options within video production. So if you can imagine it, we can build it.

Should you require our 3d production service, or have questions regarding how best to approach your projects 3d requirements, then please get in touch, as we would be happy to help. We have also outlined the core processes involved with 3d animation below, so that you can better understand how computer generated imagery (CGI) is created using 3d software packages.

the 3D video production process

ModellingTexturingRiggingAnimationLightingRendering

3d modelling is the initial process in creating a 3d production. It involves manipulating points in 3d space that join together to create the separate faces or surface of an object. The most primitive 3d shape being a cube, made up of 8 points, or 6 four sided faces. This can then be manipulated into much more complex shapes by splitting edges to create additional points that can then be individually manipulated in 3d space. This digital sculpting continues until the final 3d object emerges. The process of 3d modelling is made quicker by a large range of helpful 3d modelling tools built into the 3d software package, as well as the possible purchase of pre-built stock models.

As each 3d model is created, it can be scaled, rotated and positioned within the 3d environment based around a 3d camera, helping to setup the scene. This means that you should only model what will be seen on camera, avoiding spending time creating objects that will be out of shot. The same theory goes for the level of detail required, which refers to how many points or faces the model is made up from. For example, it is not necessary to model the details of a car if it is so far in the distance that you cannot physically make out the wipers, alloys, e.t.c. This principle is essential in video game modelling and the reason why characters often appear blocky close up.

This approach to resourcefully modelling a full 3d scene is why producing an accurate storyboard is vital at the early stages of production. If you are unsure of the pre-production processes involved in creating digital videos, such as scripting and storyboarding, and wish to find out more, then we recommend you look at the Motion Graphic processes page here.

Once an object has been created, it needs to be textured to give each surface the detail it requires. This involves wrapping the surface in a tile-able material as well as aligning or mapping necessary imagery onto areas of an object’s surface, using a 2d co-ordinate system. It could involve painting additional details directly onto the skin of a surface as well as using individual images or materials to control separate properties of a surface such as its bumpiness, reflectivity, transparency and many others texture-based attributes.

When texturing a scene, just like modelling, it is key to only add as much detail as is necessary. You should avoid needless calculations that do not noticeably affect the appearance of the final rendered frame. For example, a furry object in the distance would require much less work and detail than one in the foreground, and you can often cheat by wrapping a simple 2d image onto a 3d model in the background and still convince the viewer that it is real fur, grass, bricks, animal scales e.t.c.

The best example of this is seen within computer games or VR apps, where the restricted processing power of the hardware used means the 3d environments have been designed specifically to keep the models and textures simple, so the experience can continually run in real-time. As hardware has become more powerful, the possible polygon count and texture map resolution has been increased, in turn adding more realism to the overall experience. Still, cleverly designed textures will be used to cheat the level of detail experienced by the viewer, by adding details within the 2d texture image instead of the 3d model.

Once a 3d scene has been built and shaded, it is ready to animate. However, many objects require the creation of a rig which incorporates the drivers and controllers for the objects necessary animation. In its most obvious form, this would involve building the skeleton of a character or creature that will be animated. This could include muscles for the character, so that biceps bulge automatically as the arm bends, for example. The characters’ rig may also require controls to help animate eyes rotating and blinking, as well as having individual controllers for the various mouth shapes. All this setup takes time and involves testing, therefore it is important to know exactly what movements are required from each object so that they can be designed and rigged with those specific movements in mind.

Rigging for animation does not only refer to a character’s movement, but can involve other inanimate objects such as a vehicle. It often makes sense to rig a car such that as the position is animated, the wheels automatically rotate and by adjusting the vehicles rotational attribute could also systematically turn the steering wheel and front tyres, whilst being limited to certain angles to avoid impossible movements whilst animating. Rigging can refer to any object setup that helps automate the animation process, so you may decide to rig a flickering light, opposed to animating the light on and off repeatedly by hand. In these cases, it is important to decide which is the most time efficient approach to create the desired effect.

If all rigs have been tested, it is time to begin animation. Virtually anything can be animated in any way, but it is always important to animate the cameras in the scene as early as possible, so that you know what objects will be in shot and require animation.

Animators must have a good understanding of movement and timing, as well as a keen eye for the characteristics and patterns of motion. Every 3d object has numerous properties that can be animated, not just the obvious position attributes. All these value-based properties that require animation will have key frames applied at certain points in time. The software then calculates the in-between movements that occur amongst these keyframes based on the values keyed. These calculations should not always result in linear motion, just as a bouncing balls’ vertical movement continually slows down until the equilibrium is reached and gravity takes over accelerating it’s decent. Therefore, it is essential to understand how animation curves work to create the desired and believable animation between placed keyframes.

Realistic motion can also be created using physics-based simulations, such as having objects collide with one another, adding dynamics such as gravity, adding hair to objects, generating waves in the ocean or creating cloth materials such as flags or clothing. These more technical approaches to creating animation are essential in certain circumstances, and can produce impressive results with much less effort than attempting to animate by hand.

Lighting a 3d object or scene follows the same principles of real world lighting, allowing us to create light sources similar to the sun or a spotlight. 3d software also gives us additional options to simplify how our light source behaves, along with the ability to edit colours, intensity, direction and other attributes of each light.

The techniques to light a scene are similar to those used in studio photography, therefore the same understanding of the principles of light are required to produce a well-lit 3d scene. In addition to this, 3d scenes may include outdoor environments, so animators must also have knowledge of how natural ambient light sources, such as the sun, work in real world situations. 3d software allows for both realistic and excessively atmospheric setups, and along with more modern lighting techniques such as hdri maps and ambient occlusion, the results from 3d lighting rigs can be achieved much quicker than before. However, there is no right or wrong setup, and like any photographer, decisions must be made on what lighting style will work best for each scene.

A 3d scene will almost always be made up of multiple light sources all working together to create the right atmosphere for the final renders. These lighting sources may be emitted from objects, be used to create volumetric effects such as fog or dust and animate over time. Furthermore, 3d lights include options that do not exist in the real world, such as switching off shadows or reflections, or only being linked to specific objects within the scene. This large array of possibilities makes CGI lighting much more versatile than setting up studio lights for a product shot, hence why many companies will use CGI models to create the perfect product image over photography.

Rendering is a time consuming and computer intensive process, whereby the 3d software calculates how each pixel will look in the final output. It analyses all settings and information with regards to the 3d camera, models, textures and lights to determine how these values combine together to produce a final image. It takes all these factors into account for each and every frame, that’s usually 25 frames per second of animation.

Because this procedure involves so much processing power, it is common to set up render farms – so that numerous machines are networked together in a way that the calculations can be shared between multiple processors. This dramatically reduces the time required

to complete a project render, and can retain the main computer free for further work. Because render farms cost so much to build, there are numerous companies offering this service at a rental cost for projects that require fast results.

There are often ways in which render times can be reduced without noticeably affecting the production quality, such as reducing the sharpness of shadows in the distance or baking lighting effects into a static objects texture. These kind of tricks are essential for hitting tight deadlines and save costs when using render farms companies too.

Another useful trick during this stage of production is to utilise separate render passes, providing more flexibility with the finished composition of the project. There are a wide range of passes that can be separated from the final image, such as specular highlights, shadow layers or depth passes. For example, you could adjust the colour of the highlights, whilst making the shadows less opaque and adding more blur to the background objects without the need to re-render the scene. Compositing render passes together may slightly increase render times and labour costs, but will improve the finished look of the animation due to the extra flexibility to adjust individual components of each scene.

Either way, completed frames should always be checked during the rendering process, as it is not uncommon for problems to occur. These usually occurs in more complex scenes where conflicting or corrupt code within the file causes unexpected results. There is also the possibility of human error or oversight, as screen previews may not always display the issue, and therefore certain problems are difficult to predict. This could include a camera clipping the surface of a 3d model or unsightly shadows from objects out of shot. Unlike film production, where you can see potential issues through the lens, these render problems are often unknown until compositing the rendered frames together. Luckily, the problematic frames can be fixed and re-rendered, without the need to render the whole project again.

3d animation examples

Slipstream

Rest of your Life

bloomberg satellite

Vodafone

SCT

Seamans Schnapps

See More Examples

recommended platforms for 3d animation

Brand Idents


3d animation is a great way to bring logos to life. With the right creative mind-set and the limitless possibilities offered by 3d visualisation, it is the perfect combination to produce your company’s ident. These animated idents can then be used across all future multi-media projects, helping your brand stand out from the competition.

Product Visulisation


Product videos perfectly lend themselves to 3d animation, due to common requirements to zoom in, rotate or dissect the product being shown. They can direct the viewers focus onto the product and necessary features, and allow demonstrations of the products uses and benefits without the need for human interaction or other visual distractions.

Dynamic Simulations

Because of the powerful simulations available within 3d software, it can create effects that would be near impossible to capture on camera. Be it slow motion fluids, multiple collisions, or exploding objects; 3d animation gives us the flexibility and control over actions that we cannot normally predict or control.

how to proceed

Should you require a 3d animation project, simply call or drop us a message from the contact page and we can help hold your hand through the whole production process. Regardless of whether it’s a simple logo ident or a full 3d feature film, just tell us your requirements and we will send you over a detailed quote. Plus, if you are on a strict budget, then let us know and we can always offer you some options on how to achieve the highest quality production within your budget.

Things we may need from you:
  • Project Brief
  • Aims and Objectives
  • Deadline
  • Budget
  • Video Duration
  • File Formats
  • 3d Reference Material
Contact us

got a question for us?

If you need answers straight away, then check out our Frequently Asked Questions page using the link below. Otherwise get in contact anytime using the link above.

FAQ

 

info@BirdStone.co.uk
07869 118262

 
 

BirdStone digital
7 Towerhead Road
Sanford, Bristol
BS29 6PQ

TAGS

3d animation advertisement application branding character corporate event explainer graphic design logo marketing motion graphics print product television video editing visual effects

RECENT WORK

  • La Basse Seguine01/02/2018
  • Spar01/12/2017
  • UKISUG 2017 Intro02/10/2017

LATEST NEWS

  • dancing smoke15/02/2018
  • StoneyBrand New Year03/01/2018
  © 2017 | BirdStone digital
  • Linkedin
  • Facebook
  • Skype
  • Privacy Policy
Scroll to top