Behind the scenes of great imagery and motion graphics are great companies. Armstrong White produces the eye-catching motion and still imagery for some of the biggest brands in the world. We talk with Brad Adelmann on his start in the visualization industry and how the artists at Armstrong White use KeyShot push the visual arts from what is now, to what is next.
Armstrong White
Website: armstrong-white.com
Like many of his colleagues at Armstrong White, Brad has been interested and involved in many forms of art early in life–drawing, painting, jewelry and ceramics to name but a few. He wasn’t exposed to photography until college, but he was, he was hooked. “I instantly fell in love with the medium and changed majors shortly thereafter with an emphasis in photography.” Brad recalls, “I fell in love with the fact that I had the power to design imagery with a camera lens and paint with light and composition.”
It’s hard to describe the gratification that comes with photography better than that, and Armstrong White is one group of creative professionals who continually pass that on to their client and their customers through the emotion evoked in a well-crafted image. “At Armstrong White we collaborate with our clients through pre-visualization sessions. Throughout these sessions, we manipulate assets in real time for our clients to determine specifically what they need. Everyone leaves the session with confidence about what will be produced.”
Through the use of KeyShot, they provide this early look at product visuals, saving time and an exorbitant amount of cost in travel and development time. “I spent my early career travelling all over the world, spending most of my time on planes, in hotels, in taxi cabs, and waiting in airports. Now, in one day, I can work for multiple clients around the world from the comfort of my desk. With all the time and money saved with KeyShot, we’re able to spend that extra time creating higher quality imagery.”
Through his travel and over the years, Brad has seen the photography and visualization change, becoming more digital, photographers trying to eliminate noise and chromatic aberration in an image, digital artist trying to add it and software adding more possibilities. To him it has been, “Simply amazing. I have been fortunate enough to anticipate these changes before they rocked the industry. This allowed me to transition from film to digital to CGI seamlessly. I have always viewed myself as an image maker, but the tools I use will always change.”
KeyShot has complimented this transition and pushed the options further, as he describes, “KeyShot transforms my monitor into a viewfinder, which allows me to utilize my training as a photographer, with the added ability of creating imagery that is impossible with a physical camera.”
Finally, Brad gives advice to budding photographers and those in the early stages of their career, “Never stop learning. Embrace technology and all the changes that come with it, but never lose the passion for your creativity.”
