The camera decides what the client sees — and what they feel. Before any lighting or material work, we choose how to frame the space: the angle, the height, the lens, the story. This page explains the thinking behind every shot in our portfolio.
How do we choose the right camera angle?
The angle follows the goal. Eye-level views (around 1.6–1.7 m, human eye height) feel real and approachable — right for residential interiors and sales imagery. Hero angles, low or elevated, add drama — right for towers, atriums, and landmark exteriors. One-point perspective gives corridors and interiors a natural sense of depth; two-point perspective shows volume and mass for exteriors. We choose based on what the image is selling: the view, the volume, or the detail. The full composition rules live on our Techniques page.
What camera settings matter in 3D rendering?
The camera works hand in hand with lighting — a hero angle is nothing without the light to sell it, so we set them together; see our Lighting page. In 3D, the camera is a tool with real photographic parameters. We typically work with 24–35 mm focal lengths — wide enough to show the space, not so wide that it distorts. Camera height is set to a believable human eye level for interiors. We control depth of field to focus attention, add motion blur where movement needs to feel real — a passing car, a walking figure — and apply subtle lens effects where realism demands them. These settings are chosen deliberately, not left on defaults — that is the difference between a snapshot and a composed image.
How do we frame interiors vs exteriors?
Interiors are framed for depth: leading lines from walls and furniture, layered planes that pull the eye through the room, and window light as the anchor. Exteriors are framed for context and scale: the building set in its site, with people, cars, and vegetation giving it believable proportion. Entourage is placed with intent — scale, density, and depth of field — so the scene reads as alive. The post-production craft behind this is on our Techniques page.
What is a hero shot and when do you need one?
A hero shot is the money image — the one angle that captures the project’s essence and carries the marketing. Developers need it for off-plan launches, architects for competitions and pitches. We usually agree the hero angle in the brief, light it with extra care, and make sure it works in every format: website, brochure, social, and screen. It is often the difference between a good campaign and a forgettable one — see how it fits real estate and architecture projects.
What does this mean for your project?
You get images composed to do a job — sell the apartment, win the competition, convince the investor — not just pretty pictures. Want to shape the angles yourself? Our tutorial on how to brief a studio and give feedback shows exactly how to direct us. Ready to start? Contact us and we will quote within one working day.
Camera is one element of the craft — the Techniques page covers the full pipeline, the Software page lists the tools, and the Workflow page shows where framing fits in a project.