Projects

The project presented several photographic obstacles that required creative problem-solving. An exorbitant amount of street signage around the property threatened to distract from the architectural focus, while the client's desire to include people in the shots added complexity to capturing authentic community interactions.

Additionally, some value-engineered construction aspects differed from the architect's original design seen in project renderings, requiring careful composition choices to maintain the intended design integrity.

To deal with the excessive street signage, we used careful timing and positioning to minimize distractions. This included capturing passing vehicles at the moment they blocked problematic signs, lining up signage with blank sky for easier cleanup, and when necessary, doing detailed Photoshop work to remove unavoidable clutter.

For adding people to the scenes, we worked with the property management team, the lead architect, and his family as models. To avoid using the same people in every shot, we also captured spontaneous passersby and vehicles to bring authentic life to the photography. This created natural moments that reflected the community atmosphere Frameline was designed for.

When photographing the building, we focused on the successfully executed design features while minimizing the visibility of any construction changes that differed from the original plans.

Everyone involved in the project expressed enthusiasm about how the final images captured the same quality and mood as the original renderings. The strategic inclusion of people and vehicles, combined with cleaned-up street signage and emphasis on the design's original intent, resulted in photography that truly represented the architect's vision.

OZ Architecture was so pleased with the alignment between renderings and reality that they incorporated a "Rendering vs. Reality" theme in their social media posts about the project. The client and project owner were particularly satisfied that the final images maintained the same aspirational quality as the renderings, which adds credibility to future projects. When OZ shows impressive renderings to prospective clients, it reinforces the credibility they've built over years of delivering projects that match their promised vision.