Welcome to our first RebusArt Feature in 2025, with the inspiring Ahmad Eghtesad, who has spent over eight years refining his craft in architectural visualization. Known for his passion for storytelling and evocative designs, Ahmad skillfully blends imagination with technical expertise to bring architectural concepts to life. Join us as we explore his artistic journey, creative process, and the story behind one of his latest remarkable projects.
Introduction.
Please share a bit about yourself and your background as a 3D artist, your mentors, and what inspired you to pursue this career path.
The moment I realized I could bring anything I imagined to life through 3D software—even if it wasn't entirely realistic or accurate—was transformative. This realization hit me during my first semester at university, and it felt like opening a door to endless possibilities. As someone who grew up inspired by video games and Hollywood films, it was exhilarating to think I could create my own worlds and tell my own stories.
Over the years, this passion evolved into a career. I started with small university projects for fellow students, and after graduation, I focused on mastering industry-standard tools like 3ds Max and V-Ray. A pivotal moment came when I began participating in architectural competitions. These experiences taught me the importance of storytelling in visualizations—every image must have meaning and evoke emotion. Without a story, even the most technically perfect render feels hollow.
Today, after over eight years in the field, I see 3D artistry as more than a profession. It's a way to communicate ideas, share emotions, and connect with people worldwide. I'm proud of how far I've come, but I'm even more excited about the journey ahead.
The Artist Behind the Scenes.
Could you describe your typical creative process when starting a new project, from ideation to completion?
My process starts with imagining the story behind the project. I ask myself questions like: What is this building's purpose? Who will use it? Is it a residential space, a school for children in need, or a mosque in Abu Dhabi? Perhaps it's a governmental building in a city where trust in authority has faded.
These questions help me step into the scene and connect with its purpose. I also research the designers and their goals: Are they creating a work of art or a functional space? This exploration helps shape the narrative I want to tell through the render.
Before diving into the technical side, I let my imagination roam, often visualizing ideas before I go to bed. I gather references, not just from architecture but from nature and photography. I find that the natural world, with its intricate beauty, often holds the best inspiration.
From there, I move into the technical phase. I start with basic shapes to define highlights, midtones, and shadows, focusing on lighting to set the mood. Then I refine the scene, modeling the environment and importing key elements. Lighting and depth are my priorities because they're the heart of storytelling in a render. When these elements come together, the result isn't just an image—it's an experience.
What tools and software do you find indispensable in your workflow, and are there any lesser-known ones you'd recommend exploring?
For most projects, I rely on 3ds Max and Chaos Group plugins like V-Ray, Corona, Phoenix, and Vantage. These tools are industry standards and provide everything I need to bring my ideas to life.
While some artists explore tools like Substance Painter or Marvelous Designer, I keep my workflow simple. My main tools are 3ds Max for modeling, V-Ray for rendering, and Photoshop or After Effects for post-production. This streamlined approach allows me to focus on creativity rather than constantly switching between software.
If I had to give advice to other artists, I'd say it's less about the tools you use and more about how you use them. Mastering lighting, composition, and storytelling is far more important than knowing every software on the market.
Project Spotlight: Fiscal Hub
Let's delve into Fiscal Hub. What was its inspiration, and what were your main challenges during its development?
When I first received this project, it was a governmental building for a city where trust in such institutions was fading. This made me question: Should the render focus on vibrancy and life or highlight the architecture's stability and resilience?
I envisioned the building standing tall amidst a cloudy sky, illuminated by a single beam of sunlight. Cars rushed by without acknowledging it, while pedestrians felt its quiet strength. The scene was meant to evoke trust and stability, even in uncertain times.
The biggest challenge was convincing the client to embrace this narrative-driven approach. Every element in the scene was intentional—either reinforcing the building's stability or reflecting the societal struggles of the time. Balancing creativity with client expectations was difficult, but the final result resonated deeply, making the effort worthwhile.
What software, renderer, and plugins did you use for this project?
For this project, I kept my workflow simple yet effective, focusing on tools that allowed me to deliver a high-quality result without overcomplicating the process. I began by modeling the building in Archicad, which is both fast and accurate for architectural projects. From there, I imported the model into 3ds Max, where I refined the environment and added additional details to complete the scene.
For rendering, I relied on V-Ray, which has been my go-to engine for its versatility and stunning results. The final touches came in Photoshop, where I enhanced the image's mood and fine details. Additionally, I incorporated some AI-based retouching tools to push the visuals even further, ensuring the final image had that standout quality.
This streamlined combination of Archicad, 3ds Max, V-Ray, and Photoshop allowed me to focus on creativity and storytelling while maintaining efficiency.
Are there any other technical details you want to share about this project?
In this project, I used a masking technique with distance maps that other artists might find helpful.
For example, instead of manually painting textures for glowing windows or water puddles, I used distance maps as dynamic masks. By placing simple boxes near the windows, I connected the distance map to the self-illumination slot. This allowed me to control the lighting effects easily and adjust them on the fly. I applied the same technique to create realistic water puddles on the ground.
This approach is fast, flexible, and eliminates the need for external texture painting. It's a small trick, but it can save time and add a lot of flexibility to a workflow.
Closing.
Looking back at your journey as a 3D artist, what do you consider to be your most significant milestone or achievement thus far, and why?
Collaborating on renowned projects in the industry has always been a dream of mine. Now, as a 3D artist at a Bucharest studio, I have the opportunity to bring this dream to life.
The trust my team places in me motivates me to grow every day. It's incredibly rewarding to contribute to projects that challenge and inspire me. I see this as just the beginning of my journey, and I'm excited to take on even greater challenges in the future.
What advice would you give to aspiring 3D artists who are just starting their careers or looking to take their skills to the next level?
My advice is simple: Focus on mastering the fundamentals. Start with one software and truly master it before moving on to others. Consistency in your workflow is key to building a solid foundation.
Also, prioritize learning about lighting, composition, and colors. These elements are the backbone of storytelling in any render. Even the most detailed scene won't connect with an audience without great lighting and camera work. Once you understand these principles, you can create images that resonate on a deeper level.
Finally, what's next on your artistic horizon and would you like to showcase some other projects you have done?
I'm currently working on a series of personal animation projects that I'm excited to share in the future.
As an artist, I believe images have the power to communicate across cultures and languages. My goal is to use my work to inspire conversations about the challenges we face as a society.
In the long term, I dream of creating a short film that could one day win an Oscar. It's an ambitious goal, but I believe in aiming high. I also aspire to become a creative director, using my skills to shape meaningful stories and iconic visuals that people will remember for generations.
Thank you for sharing your insights and expertise with us!
About the artist
Ahmad Eghtesad is an experienced 3D artist with over eight years of expertise in architectural visualization. Inspired by video games and cinema, Ahmad channels his passion for storytelling into his work, creating compelling visual narratives that resonate with audiences and clients alike.
