Writing on 3D, AI, and the studio.

After 15 years and 1,000 projects, I no longer think AI is going to replace 3D studios. It's going to make them ten times more useful.

From 2010 to 2014, our 50-person team in India delivered the original Google Maps 3D buildings layer. Here's what scaling 3D production at that volume taught us.

Sometimes the answer is photography. Most of the time, in 2026, it isn't. Here's how to choose.

Most briefs we see are 80% what the client thinks we need and 20% what we actually need. Here's the template that flips it.

How we delivered a seating brand's full collection — 12 SKUs × 6 fabrics × 4 woods — in less than two weeks.

A practical calculator for developers, brokers, and architects deciding whether to spend on renders before breaking ground.

If your renders are starting to feel generic, the problem isn't the AI. It's where you put it in the pipeline.

What we run, why we run it, and which combinations we'd avoid in 2026.