Architecture viz matures and the language used also moves on. A descriptive approach is no longer enough as the animations get more complex. Our clients also understand the media better and know that an animation will better suggest and capture attention than try to give too much information.

The production process mimics that of film and advertising industries. If that is happening already with the animations it's logical that it has an effect on our stills. If in our films we start with research, brainstorming and storyboarding and our productions are better for it it's only logical that our process for stills also incorporate similar methods.

Ximo liaised with the London 2012 Olympic bid team, delivered the CGI, co-ordinating an extensive team to create imagery and film sequences. Other projects Ximo has delivered include work for Mercedes Benz to launch the new Mercedes Benz World at Brooklands, Orchid House (which featured in BBC2's design show) and Al Hamra Tower in Kuwait .

Smoothe is a creative agency that provides a complete range of design disciplines spanning graphics, identity, architecture, film and imagery. With studios in London , Manchester and Sofia , Smoothe works on a range of projects, from local independent design briefs to large-scale international campaigns.

www.smoothe.com