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Issue link: https://digital.macdirectory.com/i/1476669
There are a few words we’ve heard people use to describe Jordi Cerdà’s work – amazing, realistic, unique. They’re all true, but it’s difficult – summing up his work with one word would be like summing up his life with one word. His skill and attention span volumes and come with his 12+ years of experience as a 3D artist whose deep study into shapes, surfaces, and material physics behavior is evident in his visuals. He chose KeyShot as the tool to apply his knowledge and bring life to his work. With a background in photography and design, the Barcelona-based artist tells us about how he embarked on the journey as a 3D Artist and why he uses KeyShot. “Having a studio as big as you want, the best lights you can imagine, full camera controls, perfect shapes, flawless materials… All inside your computer? As a photographer and designer, in the beginning, I was resistant to accept that you could have all the shades of the real world in a 3D scene. In 2007, I started to see how this area was developing very fast and I decided to watch some tutorials as a beginning.” “What I saw was so impressive that I decided that I wanted to dedicate all my efforts to learn as much as possible about 3D modeling, texturing and rendering. So, I sold all my studio material and photographic equipment and I spent a whole year, 12 hours a day, studying these disciplines. One of my best decisions ever. I have not touched either a flashlight or a camera from that moment on.” It’s that level of passion that Jordi applies to all of his work and it showed through from the very first days he began working as a 3D Artist. Particularly as a freelance artist, there’s always an element of the unknown, which Jordi realized as a way to differentiate his capabilities from others, even though it was a challenge. "Things changed when I began working in advertising photography as a 3D Artist. In this industry, every work is a great challenge and you have to become an expert in many different styles with a high level of execution in a very short time. The first work I was asked to do was the photorealistic 3D helmet for a rabbit in a Volkswagen Golf campaign."