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Be as good as you want to be!

Tom Granberg

on 3 May 2010

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Transcript of AIA_Presentation_MI

Why? How? Professional visual talents Composition
Story telling
Usage of subject matter Composition
Level of difficulty using the subject matter
Picture quality
Tonal quality
Focus/DOF artistic criteria technical criteria Photographer Whom? Modus Ingenium The only way to contact a talent is through the automated system of Modus Ingenium.

We highly value the privacy of both employer and the artist. Through the years one of the biggest complaints we have heard/experienced is the "spam" both sides get from opportunistic individuals. Modus Ingenium protects that privacy, and by limiting the contact method to only the interested parties, we believe, we have accomplished this in a productive manner. Be as good as you want to be Photographer Architect For example: Composition Criteria applied differently between disciplines Grade:14/12 Grade:16/15 Context based criteria.
No comparisson between disciplines with the same criteria
Enables fair judging of grade without compromise
Ensures correct review of each portfolio Grade:10/10 Grade:3/3 Grade:20/20 (TOP) Grade:16/15 Exponential skill curve SKILL INCREASE EXPERIENCE LEVEL 00 1. Composition
2. Communication quality of the concept
3. Clarity of the expressed idea / building type
4. Originality – based also on the context and work field
5. Personal style, architect’s voice
6. Creative solutions
7. Quality of space, sense of humanity
8. Quality of presence in the surrounding environment
creative criteria MBTI®

The purpose of the Myers-Briggs Type Indicator® (MBTI) personality inventory is to make the theory of psychological types described by C. G. Jung understandable and useful in people’s lives.

Widely used in various coorporate fields

Helpfull to make good fits for existing teams

Globaly accepted

Source: http://www.myersbriggs.org

Note. Modus Ingenium does not perform the test in any shape or form, but allows the talent to add their type to their bio.

THE PORTFOLIO 1. Mastery and logic of construction
2. Technical skill used to advance the idea
3. In command of current technology
4. Creative solutions
5. Use of materials
6. Use of color
7. Use of natural light
8. Quality of presentation technique

technical criteria 1. Composition – the placement or arrangement of visual elements according to the following principles of organization: shape and proportion, balance, harmony, color, contrast, rhythm, light, repetition, perspective
Compositional integration – is it an appealing assembly of elements
Examples: Sullivan – Union Trust Building - use of base, shaft and top
Frank Lloyd Wright – a prairie house - sense of repose through articulation of roof plane to wall plane
mastery of volume
expression of volume
expectation of volume

2. Communication of the concept:
Examples : concept of organic architecture – a building, well integrated with nature brings the expectation that interior and exterior have lost boundaries and have merged – Frank Lloyd Wright – Brandes Residence
Tadao Ando – allows infusion of natural light to define space characteristics

3. Clarity of the expressed idea / building type –
Examples: to follow the example from above for the Church of Light – the idea is building a church within a simple form with simple materials and orchestrating the natural light to define the sanctity of the church interior
Peter Behrens, teacher of Walter Gropius (Bauhaus) stated that when you design an industrial building, it should be recognizable as such – simplicity of the modernism – AEG building

4. Originality:
Examples: Mendelsohn – Einstein Research Tower – futuristic expression

5. Personal style, architect’s voice:
Examples: Legorreta & Legorreta Architects – use of volume and color, space and light – Sheraton hotel
Frank Lloyd Wright – organic architecture, timeless details - Gugenheim

6. Creative solutions:
Examples: TWA terminal by Saarinen – thin shell cast-in-place concrete structure – quite elegant
Calatrava – Milwuake Art Museum pavilion – changing its urban appearance and presence through kinematics

7. Quality of space, sense of humanity
Examples: Glenn Murcutt & Frank Lloyd Wright
does it elevate the human spirit
can you read the human occupancy
does it accommodate the human need
does it service the building type

8. Quality of presence in the surrounding environment:
Examples: how well is the building integrated in the surrounding environment
subtle presence - Rafael Moneo City Hall Expansion in Murcia, Spain
strong contrast (dominant) Zaha Hadid Art Museum in Cincinnati

Advisory Board As long time professionals we have experienced the hiring process from both sides, talent for hire, and hiring talent. And we found that there are many flaws within the archaic ways of doing this in the fields where your worth is not primarily academic, but a visual one, and in many ways a hopelessly subjective one.

MI as a concept was conceived based on the realization that there are two sides to this, artistic and technical.

Not a primarily academic setting, but a visual one.

Two sides - artistic and technical, a subjective one and objective one.

Requires deep insight into each discipline and knowledge of the market.

This group is for artists that command, with great proficiency, many disciplines. And do not have a clear field of expertise.

Graphic Design


VFX Compositors

Available disciplines Why the selected specialties?

Only fields that are commonly known as useful in commercial applications are present, as they are directly judged by market forces and their applicability as a service.

What about fine arts and music?

Fine arts and music are not "commercial" in the sense that they are not valued for their application as services, therefore they are independent from the market.

They are also exclusively subjective and difficult to judge outside the realm of that framework.

They move mostly with the changes in the cultural trends and should not be judged alongside these practical disciplines.

Commercial artist v/s market Global skillset
Global market
Global application
Global appeal Global trade crafts without boundaries. Globalization defines that there is NO culture, NO religion and No nationality that dominates over the others. Talents may be influenced by each other and learn from each other, their portfolios may carry a strong regional character or be part of the international style, but at Modus Ingenium they are equal entities, subjective only to a professional interpretation. MODUS INGENIUM The driving force behind Modus Ingenium is its being in service for the art community.
The main objective is the talent. Not the academia or the extensive experience.

Of course, the last two play a significant role when an employer is making a choice, but by showing only the talent, Modus Ingenium serves the purpose of giving everyone a chance to compete and be fairly exposed.

An opportunity that did not exist before as a resume may be reviewed prior to a request of a portfolio review, which in many cases ends with eliminating candidates, who otherwise would have been strongly competitive, based only on their talent.

Driving Force Strategies? Market Strategies – Getting you out there

Using our extensive professional global network directly within each field

Actively contacting hubs and firms about our services

Visiting tradeshows / conferences, to share the information about the Modus database, NAB, Siggraph, AIA, Dice, E3, and more.

Using online professional networks to market the database, ex. Linkedin, Xing, Spoke, Yorz

Social networking is predominantly driven by non-professional forces, i.e. friends, family and other non essential forces.

Social networks are positive in creating connections, but they are ambivalent towards your actual growth as a professional.

Job Sites usually work on the premise that they are open for everyone, for any profession. And are usually exploited quickly for advertising by companies or individuals satisfying their internal interest and need.

In many cases, jobs that are posted have already been filled, and making the public aware of these positions is often intended to please the rules or local laws.
American Institute of Architects 2010 Presentation Dedicated video server for scheduled long distance candidate interviews

Additional disciplines

Regional representatives

Grow the Advisory Board

Direct job / project postings to specific disciplines, ex. Animator position will only be posted to Animators, and can be adjusted to be only posted above a certain grade combination, locality, availability, etc.

Coordinate seminars from available educational institutions and online schools
Main focus is on the talent Is there any direct connection between the specialties? Why not just a social network open for all? What is different from other sites that advertise jobs? Privacy as: as: Modus Ingenium - Talent workflow Frontpage Login Step #1 - General info - same for all disciplines Step #2 - Specific discipline info Step #2 - Specific discipline info Step #3 - Portfolio upload page (20 works) Discipline Relationship Database (DRD) *SQL Discipline specific
Easy to add/change relationships
Enables comprehensive choices
Ensures enough discipline appropriate points
All choices searchable for the employer Relationship example: Architects II 1. Mastery and logic of construction:
Examples: Center Pompidou by Richard Rogers and Renzo Piano – expressed building systems – the logic of construction is visible
Gammage Auditorium by Frank Lloyd Wright – a colonnade supporting a pre-cast drapery provides depth of the elevation and also is inviting as it simulates an open lobby to the outside. The logic of volumes – stage and house and lobby is visible.
Chrystal Palace by Joseph Paxton – well defined mastery and logic of new technology – cast iron and glass

2. Technical skill used to advance the idea:
Examples: Disney Concert Hall by Frank Gehry – an innovative approach, using latest in technology, the building is also a well detailed urban sculpture, a compliment to the music art housed inside

3. In command of current technology:
Examples: how the current technology is embraced
new glazing systems, new solar shading devices, etc.

4. Creative solutions:
Examples: Glass pyramids at Louvre by I. M. Pei – structurally light space frame system and glass, do not disturb the historic architecture, neutral to the surrounding environment, yet functional – mark an entry and bring light to the underground lobby

5.Use of materials:
Examples: are they used in their natural state
is the combination and ratio of different materials suitable
do they bring a sense of regionalism
are the applied materials also structural, tectonic or just a veneer application

6. Use of color – hue, value, saturation, mood
Examples: Legorreta & Legorreta – College of Santa Fe Visual Arts Center dominant red, but also vibrant, live
Zaha Hadid – Contemporary Art Center in Cincinnati– only gray

7. Use of natural light:
Examples: solar mastery of fenestrations as size and location
control devices for natural light – architectural and mechanical
Caltrans building by Morphosis
daylight strategy
light reflection on color

8. Quality of presentation technique:
Examples: Marshall McLuhan - his famous aphorism “the medium is the message” – the message becomes incredibly flavored and controlled by the chosen way of delivery of such message (photography, hand, drawing, painting…)

technical criteria creative criteria Santiago Calatrava Herzog & de Meuron Rafael Moneo Tadao Ando Creative Merit


dominant vertical expression
arc with straight angles – dynamics
strong vertical and horizontal volumes
void of light, expressed with strong horizontal lines
straight lines, expressed in the raked mortar joints of the
Creative Merit


very strong horizontal composition
clear straight lines, strongly emphasized
well proportioned – where there is no mass, there is color and reflection
well balanced
a combination of natural light and illumination
presence of harmony

Creative Merit


strong horizontal composition, creating the illusion of a stage set
well defined perspective that gives depth and creates a ceremonial path

Creative Merit

Composition – based on details only

well proportioned low and high volumes
balance between mass and void

Creative Merit

Communication quality of concept

sequence of frames defines inside/outside relationship, which informs about a quality living

Creative Merit

Communication quality of concept

quality of life – tranquility, silence, comfort – well expressed through form and space

Creative Merit

Communication quality of concept

entering and occupying a home is a celebration of life – use of light color and materials that support this celebration

Creative Merit

Communication quality of concept

celebration of life through way of living – grand entry feature, large fenestrations, lots of light

Books, magazines, comics, posters, and other types of illustrative works.

Industrial Design
Commercial product design.

Interior Design
Architectural interior design & interior environments.

VFX/Film/Game Development

Shader material development and execution of rendering pipelines.

Motion Graphics
Broadcast/Film/Advertising and Game development.

3D modeling.

Full portfolio contains 20 works.
Any combination of images and videos.

Copyright information is embedded automaticaly
upon upload of the images.

We have 3 format ratios for pictures:
Landscape 800X600
Portrait 600X800
Wide Landscape 1024X512
JPG or PNG format Process of grading an architect's portfolio The Modus Ingenium American Institute of Architects 2010 Presentation Thank you all for your attention.
Modus is offering a free membership for all who sign up during the month of May, 2010.

To have the fee waived, just email your full name, after creating the account, to:

Note: This offer is for all the disciplines mentioned earlier, visit our website for more information about the disciplines.

How the criteria is applied to this portfolio Modus Ingenium For masonry wall
shape/mass – well proportioned
well balanced
consistency among the elements
negative space v/s volumetric expression
illumination – makes its own finished composition
well suited form perspective
subject is more dramatic when it fills the frame
Talent does not require a huge resume to be visible.

Talent is also not market dependent, meaning that talent is flexible towards current market trends and useful in any national or international region.

No, this would be impossible due to the different requirements and end goals. That doesn’t preclude the fact that there is often overlap between certain areas of expertise.
ex. Photography and Architecture.

But on a practical note, an architect might need a modeler or an animator to develop his/her concept in order for his/her ideas to be clearly delivered to the market.

And these are readily available on MI for anyone to find and use.
Discipline specific forum posts about updates and direct information

Using social networks actively to inform, educate, and show what is available: twitter, facebook, blogspot, youtube, vimeo, flickr

Various regional language specific portals for localized news, showcases and interviews, ex. English, Spanish, German, French, Russian, Italian, Chinese, Japanese.

English, French, and Spanish are already operational.

Future Development MBTI Example criteria for the discipline of: 16 10 20 3 The grading of the portfolio uses all 20 works.

Images/videos cannot be exchanged AFTER the grade have been given.

Regrading option is available at any time, and lets you upload all new works, limited to a total of 20.

"Second look" option if account holder finds that his grade is not consistant with his/her peers.
No communication between grader and gradee (ensures un-biased grading) The commercial artist is dependent on the market. There is the need to promote an "image", which in most cases is a web site.
The challenge is that the internet today is highly segmented.
Artists tend to make their own websites in a format appealing to other artists of the same discipline.

So styles, layouts, and focus, vary from site to site, and are quite often confusing, sometimes to the point of frustration.

Modus presents everyone in the same professional manner, regardless of discipline.
Even more, it is designed specifically to appear simple and serve only as a basic framework for
showcasing the talent's portfolio.

The talent is also guided in posting their portfolios through Modus Ingenium's simple File Requirements.

Ensures same high quality showcase for each discipline.

Leveling the playing field in each discipline.


Architect I
Licensed architects, typical 3-7 years experience.

Architect II
Licensed architects, typical 7-20 years experience.

Architect Non-Licensed
Architectural designers, renderers, modelers, drafters, and other related skills.

Texture artists 2D/3D, sub sections: Environment, Technical, and Organic.

Concept Artist
Organic, Technical and Environment.

Fashion, print, graphic design; primary focus is on the design aspects.

Grade 16/15
Brian Spencer

Cessore De Rossi
Phography & Game Graphics

Dave Dwire
Photography / Game Graphics

David Stipes
Visual Effects Supervisor / Consultant

Elizabeth Rosensteel
Interior Designer

Gary Goldman

Gary R Boodhoo
Graphic designer and artist

Ivan Shongov

Jose Grinberg

Mathias Davidson
Broadcast Graphic Design

Richard Thomas

Robert Schmidt
Broadcast Graphic Design

Sara Topelson

Scott Whitworth
Physical & 3D modeling

Timur "Taron" Baysal
Generalist - Animation & Modeling

Tom Granberg

Example of two sub-criteria analysis:

The full bios of all the members can be found at
This presentation was prepared specifically for architects and was shown at the AIA Metro Chapter in Phoenix, Arizona on April 29th, 2010. Modeler Concept artist Game Artist Lighting Photography Compositing Design Graphic Design Game Artist Architect Concept artist Graphic Design
Full transcript