16:9
Whitefriars, Hull
Seven frames of a building nobody can stand in yet.
Courtyard1/7
The brief
DBG Group are converting a former department store on Hull's Whitefriargate into apartments. The scheme needed to be sold off-plan, to buyers and investors who would never stand in it before committing. At the point we were briefed, the only things that existed were drawings.
Build the model once and light it properly, then treat every image as an output rather than a separate commission. One set, seven positions: three exteriors that place the building in the city and four interiors that show what living in it is actually like.
What we made
The building had to be recognisable before it existed.
Whitefriargate is a street people in Hull already know, so the exteriors are shot from the positions a person would actually stand in: the corner approach in daylight, the courtyard at dusk, the frontage at night. Context does the persuading: a buyer recognises the street, then recognises the building on it.
Interiors sell the specification. Exteriors sell the postcode.
The four interiors are deliberately unglamorous about it: a kitchen with the light coming in from one side, a bathroom you could photograph on completion and get the same frame, a bedroom at the hour people are actually in one. Renders that overpromise get found out at handover, and the developer wears it.
One set, not seven commissions.
Because the model, materials and lighting were built once, adding a view costs a render rather than a project. That matters across a programme: the same asset produces the brochure spread, the hoarding, the portal crop and the investor deck without anything being rebuilt or drifting out of match.
Detail
Delivered
- Exterior CGI, three views
- Interior CGI, four views
- Brochure and portal crops
- Full-resolution masters
Outcome
The set is the scheme's marketing imagery, used across the brochure, the portal listings and the investor material.