RDC Design Group: Leveraging AI to Unlock True Artistry in 3D Rendering

RDC Design Group: Leveraging AI to Unlock True Artistry in 3D Rendering

Interview by Vianca Meyer
Published: January 29, 2024

In today's interview, DesignRush sits down with the founders of RDC Design Group, Jordan and Ryan Panfil.

We'll delve into the exciting world of AI-powered 3D rendering and visualization, a market that's bursting at an extraordinary pace — from $1.48 billion in 2019 to a projected $7.96 billion by 2027 — with a CAGR of 23.1% from 2020 to 2027.

Their insights shed light on the strategies, innovations, and challenges in a field that's not just growing, but revolutionizing the way we see and interact with digital content.


Who Are Jordan and Ryan Panfil?

Jordan Panfil, co-founder and operations director at RDC Design Group, drives the company's web and 3D design innovations. Known for embracing emerging trends, he also expresses his creativity as the hard rock band Everlit's guitarist.

Ryan Panfil, co-founder and art director, excels in 3D art, leading his team to create photorealistic renders. Beyond work, he explores creature design and fronts Everlit as the lead vocalist.

Together, the Panfil brothers blend artistic passion and business acumen, positioning RDC Design Group at the forefront of the design industry.

DesignRush: Can you share how RDC Design Group initially ventured into 3D product rendering, and what inspired this direction?

Ryan & Jordan: We initially ventured into 3D product rendering through Ryan's expertise and passion.

Ryan studied 3D animation and media arts at the Art Institute of Philadelphia and gained practical experience by creating 3D product renders for various product lines at Campbell Soup Company after graduation.

He was inspired by the 3D work he was creating, so Ryan and I (Jordan) founded RDC Design Group. We wanted to focus on Ryan's expertise and use that to position 3D as a distinct core competency for us.

I had a background in marketing from Temple University, so we joined forces to bring our complementary skill sets together under one company.

With Ryan's proficiency in 3D rendering and my expertise in marketing, we saw the potential to provide a unique and valuable service.

We recognized a rapidly growing increase in demand for visually stunning and engaging online content.

We were specializing in web design and development, graphic design, branding, motion graphics, and more, but we wanted to make 3D Rendering and Web Design our one-two punch.

They go hand in hand and help companies enhance their online visuals and elevate their marketing efforts.

Our initial venture into 3D rendering was driven by a combination of Ryan's education and experience, as well as the realization of the immense value it could bring to businesses in the digital realm.

What does your typical workflow look like for a 3D product rendering project, and how do you ensure each project aligns with the client's vision?

Over the years, we've honed our process and fine-tuned it to make sure everything runs smoothly so that our partners get renders they love and are excited to share with their customers and the rest of the world. Below are the basic steps that we follow for each project.

  • Kickoff Meeting

We start by meeting with the client to thoroughly understand the project's requirements and what they want to showcase in the 3D renders. During this meeting, we also communicate the necessary assets we need from the client, such as blueprints, deadlines, art assets, photo references, and any competitor renders they like or dislike. Additionally, we discuss the project timeline to ensure all deadlines can be met.

  • Creative Brief

Based on the information gathered during the initial meeting, we craft a detailed creative brief for our 3D team. This brief includes all the essential project details, ensuring everyone is aligned on the objectives and direction.

  • Team Collaboration

We meet with our 3D team to review the project and share the creative brief. This collaborative session allows us to address any questions or concerns and ensure that the team has a clear understanding of the project scope.

  • Progressive Checkpoints

Throughout the project, we maintain constant communication with the client. We share our progress in a series of checkpoints to gather feedback and ensure their satisfaction every step of the way.

  • Reviewing the "Clay" Stage

Once the 3D modeling reaches the clay stage, we present it to the client for approval. This phase allows them to provide feedback and request any necessary adjustments to the product model before proceeding further.

  • Lighting and Materials

After receiving approval on the 3D model, we move forward with incorporating lighting and materials into the renders. At this stage, we share the results with the client, allowing them to visualize the final product and make any additional suggestions or modifications.

  • Close Collaboration

Our close-knit relationship with our clients and constant communication during the process ensures that we deliver the perfect 3D render on time, every time. By involving the client at various stages, we minimize any surprises or mismatches between their vision and the final product.

With the global visualization and 3D rendering market valued at nearly $3.28 billion in 2023 and projected to grow at a CAGR of 22.1% between 2024 and 2032, how has this market growth impacted your business strategies?

Every company selling a product should be leveraging 3D over traditional photography.

The growth of the visualization and 3D rendering market has had a profound impact on our business strategies at RDC Design Group.

This market growth has reinforced the importance of focusing on 3D rendering as one of our core competencies.

With the increasing demand for visually stunning and immersive online experiences, businesses are seeking high-quality 3D renders to elevate their digital presence and marketing efforts.

We have strategically positioned ourselves to meet this demand by investing in cutting-edge technology, expanding our team's expertise, and continuously enhancing our capabilities in the field of 3D product rendering.

With an expanding market and growing competition, we have also placed a greater emphasis on understanding our client's unique needs, goals, and target audiences.

By aligning our services closely with their specific requirements, we can deliver tailored solutions that exceed their expectations. The growth of the visualization and 3D rendering market has driven us to stay ahead of industry trends and innovations.

We continuously monitor advancements in technology, software, and techniques to ensure that we are utilizing the most up-to-date tools and methods. By staying at the forefront of the industry, we can provide our clients with the latest and most impactful 3D renders that help them stand out in the market.

The robust growth of the global visualization and 3D rendering market has shaped our business strategies by reinforcing our commitment to excellence in this field, focusing on client-centric approaches, and staying abreast of industry developments.

As photorealism becomes increasingly important in 3D rendering, how do you balance the demands for high-detail rendering with efficiency in your projects?

To ensure that we stay at the forefront of the industry, we continuously monitor the 3D landscape and keep a close eye on advancements in software and technology.

By leveraging the best possible software available, we can maintain our commitment to delivering top-notch 3D product renderings.

We utilize a range of different 3D programs, each known for their specialization in specific areas.

One of our favorite combinations, personally preferred by Ryan, is 3ds Max and V-Ray. We appreciate 3ds Max for its robust capabilities, allowing us to bring any idea to life.

Paired with V-Ray, we benefit from its fast rendering times and access to photorealistic materials, cameras, and lighting options.

How has the integration of emerging technologies like AI and cloud-based rendering solutions impacted the efficiency and quality of your 3D rendering services?

We've found AI technology to be an asset in the initial stages of complex projects, particularly when it comes to conceptualizing ideas.

By leveraging the power of AI, we can swiftly generate concepts and streamline the creative process, ultimately saving valuable time and resources. This allows us to present clients with a range of options at the outset, ensuring that their vision is accurately captured and aligned with their goals.

With the emergence of cloud rendering services like RebusFarm, we now can offload the rendering workload to powerful remote servers. This shift to cloud-based rendering brings immense benefits to our workflow.

Rather than burdening our local machines and enduring long render times, we can seamlessly upload our projects to the rendering farm and receive the completed renders within a matter of hours or the next day.

What does 2024 have in store for AI-generated content?

With an expected boost in AI content, how can companies ensure their designs remain unique and recognizable?

The question you've raised is indeed thought-provoking and reflects a concern shared by many artists in today's digital landscape.

With the emergence of AI-generated art that draws inspiration from various sources on the web, there is a valid worry about originality and the uniqueness of artistic creations.

In the face of this challenge, it's important to focus on what we can control: our creative process and the work we produce. True artistry shines through when genuine care and passion are infused into the work.

By pouring our hearts into every creation, we ensure that the result is a testament to our unique vision, skills, and artistic voice. While AI-generated art may offer convenience and novelty, it cannot replicate the human touch, emotions, and personal expression that artists bring to their creations.

Can you elaborate on the key benefits that businesses gain from utilizing 3D product rendering services?

There are six major benefits that businesses, especially those in the product retail industry, can gain from utilizing 3D product rendering services:

  • Photorealistic Renders

3D product renders offer an exceptional level of realism, enabling businesses to showcase their products with stunning visual accuracy. These high-quality renders can accurately represent the product's materials and textures in gorgeous lighting, providing a true-to-life representation that traditional photography may not always achieve.

  • Flawless Product Showcase

With 3D rendering, businesses can present their products without any flaws or imperfections that can sometimes occur in traditional photography. This ensures that the product is showcased in its best possible form, eliminating distractions and allowing customers to focus solely on its features and design.

  • Consistency Across Product Lines

By utilizing 3D product rendering, businesses can maintain consistent angles, lighting, and overall presentation across their entire product line. This creates a cohesive and professional look, enhancing brand consistency and making it easier for customers to compare and evaluate different products within the same line.

  • Easy Customization

Businesses can effortlessly swap colors, materials, labels, and other elements to explore and showcase their various options and configurations of products. This flexibility is a huge perk when designing and testing different iterations. This greatly helps in the decision-making process before committing to the final physical production.

  • Impressive Beauty Shots

3D product renders enable businesses to create jaw-dropping beauty shots that captivate and engage consumers. By leveraging advanced rendering techniques, such as intricate lighting setups and intricate camera angles, businesses can create visually stunning imagery that showcases their products in the most compelling way possible.

  • Convenience and Affordability

Unlike traditional product photography, which often requires costly studio setups, props, and reshoots, 3D rendering provides a streamlined and efficient workflow. With the right expertise and tools, businesses can achieve high-quality renders without the need for physical prototypes, reducing costs and saving valuable time.

What are some of the most exciting trends you've observed in 3D rendering that you expect to see materialize in 2024?

Real-Time Ray Tracing seems like the most likely to make the quickest impact on the industry and the ability to create even more realistic and immersive lighting, reflections, and shadows.

We love parts of the idea of AI-powered rendering. If it goes too far, eventually there will be no need for 3D artists, which isn't cool. But for now, we love the idea of integrating AI into rendering software to allow for more efficient workflows and enhanced results.

Using AI to automate tasks like upscaling, scene optimization, denoising, reducing rendering times, and improving efficiency is going to be a big help with efficiency, helping us to turn projects around quicker and lower costs for clients.

The last one that's already growing rapidly is 3D Visualization in eCommerce, which is already a big deal for us. We see this continuing to grow. Companies can leverage 3D product visualization techniques to provide customers with unique, interactive, and immersive experiences.

Leveraging 3D in this way enables users to explore and customize products before making a purchase.

Where do you see the future of 3D product rendering heading in the next decade?

We expect to see a lot of the same, just better. The future will bring improvements in terms of quality, speed, and power.

Hyper-realistic visualization will become more accessible, enabling designers to create stunningly realistic renders. With the continuous evolution of processing power, rendering speeds will also significantly increase, allowing for faster and more efficient workflows.

The integration of AI will play a larger role in enhancing the rendering process. Automation and intelligent algorithms will streamline tasks such as scene composition, material creation, and lighting setup.

This integration should help to unleash the creative potential of designers while making the rendering process more efficient. AR/VR integration will continue to gain momentum as these immersive technologies become more widely accepted by the general public.

Businesses will leverage AR/VR to provide interactive and lifelike product demonstrations, enabling customers to visualize products in their environments.

Subscribe to Spotlight Newsletter
Subscribe to our newsletter to get the latest industry news