Interviews with Tom Lindén

Our main focus in designing this work was to create captivating and accurate visual representations of the diverse biomes and flora from the region. We aimed to showcase the client's products as the focal point within these natural settings, emphasizing the brand's commitment to sustainability and its connection to the environment. By incorporating the client's brand colors as backdrops and using procedural 3D modelling and rendering techniques, we sought to achieve a harmonious balance between the natural elements and the products, ultimately creating visually appealing and meaningful campaign visualizations.

The future plans for these designs are now in the hands of the brand, as our part of the job is complete. We created these visualizations for the brand's launch of their new branding and package design. We are confident that our work will enhance their marketing efforts and effectively showcase their connection to the Jamtland region and nature.

It took us just a bit over a month to design this particular concept. The time spent on the project allowed us to conduct extensive research, create a moodboard, model the plants and products, and render the final images.

We designed this particular concept because the client approached us with a desire to communicate their brand's close connection to the region of Jamtland and its natural surroundings. This design was commissioned and we proposed using a design language that incorporates floating compositions featuring the diverse biomes and flora of the region, with each product as the focal point.

The design we created has been produced for the specific client who commissioned the project, and they have the rights to use it for their branding and promotional purposes.

Designing this particular type of work was inspired by the ideas I already had about creating realistic yet surreal floating nature compositions. When the brand approached us to create campaign material that would reflect their connection to nature, I realized that this concept would be a perfect fit.

This project was a collaboration between myself and Vita Li. Both of us brought our unique perspectives, skills, and creative ideas to the table, which played a significant role in shaping the final outcome.

Perhaps that the flora for each design represent a local microbiome of the region and aren't just selected at random.

Jamtland, or Jämtland as it's actually spelled is the Swedish region where the brand comes from so it felt like a fitting name.

In this project, we employed Houdini as our primary 3D software to model the diverse plants using procedural methods, enabling us to create multiple variations of each plant and arrange the scenes effectively. We also used Moi3D for product modeling and leveraged Octane Renderer to produce the final images in a high-resolution format.

The most unique aspect of our design is the combination of realistic, yet surreal floating nature compositions, which capture the essence of the local flora and biomes while showcasing the client's products as the focal point.

For this design, I collaborated with Vita Li, and we both worked on the project together. We are both generalists, which means we have a wide range of skills and abilities that we brought to the table and aren't specialized in a certain technique or software.

Technology played a vital role in this particular design. The entire project was created digitally using the previously mentioned software tools, which enabled us to achieve the desired level of detail, realism, and visual impact.

We conducted extensive research on the local flora and biomes of the Jamtland region in Sweden. By utilizing various online resources, including websites run by biologists in Sweden, we compiled a thorough collection of data and documentation. This information was organized and incorporated into a moodboard, which served as the foundation for our design. This research helped us accurately depict the plant species and create an authentic representation of the region's natural beauty.

Some of the challenges we faced during the design and realization of our concept included accurately summarizing the local flora biome and its distinct look within small compositions. Additionally, creating floating arrangements with the compositions was challenging, particularly when incorporating water elements that needed to be anchored to the ground while still appearing to float. Furthermore, including the brand's six colors as backgrounds added another layer of complexity to the project, requiring careful consideration to ensure the final images were visually appealing and aligned with the brand's identity.

We thought about submitting something to the competition a while back. At the end of the year, we revisited the idea and went through our various projects to determine which design would best represent our capabilities and creativity. After some deliberation, we chose this design as we felt it showcased our skills and had the potential to stand out among other entries in the competition.

During the design process of this work, I improved my skills and knowledge in procedural modeling using Houdini. This has proven to be very useful, as it has allowed me to create more complex models for future projects.

Visuals By Nor is a collaborative agency founded by myself and Vita Li, driven by our shared enthusiasm for creativity and the desire to establish an agency that allows us to work on diverse, captivating projects with intriguing clients. Our design studio specializes in 3D motion design, animation, and product imagery, offering a fresh and dynamic approach to visual storytelling. With decades of combined experience in various aspects of CGI and 3D, Vita and I possess the expertise and versatility to tackle a wide array of projects, ensuring that our clients receive the highest quality output for their creative needs.

For me, design is all about making something new and expressing your own ideas with an end goal or purpose in mind. It doesn't matter if you're a 3D artist, painter, architect, programmer even a chef – if you're creating something that wasn't there before based or influenced by your own ideas, you're a designer in your own right. I think everyone has the potential to be creative, and design is just one way to show it.

Anything that challenges me and makes me explore new ideas or techniques. I'm driven by the challenge and easily get bored if there is nothing new about the project.

I don't really have a favorite. I'm the type that immediately find things that I could have improved when I'm done with something and don't really enjoy looking back at what I've made before.

Before taking up 3D/CGI I used to freelance as an illustrator back in school and did a bunch of jobs for various artists and record labels. Mostly merch designs, logos and some album art. I don't really remember which one was the first for a company but it was one of those jobs.

My favorite tools at the moment are Houdini and Unreal Engine. I'm really into Houdini because it offers powerful capabilities for creating complex simulations and procedural effects. With other 3D packages I've used in the past I often could get stuck on something because the software didn't support what I tried to make. With Houdini, if I get stuck it's not because of the software, It's only because I'm not smart enough. As for Unreal Engine, I've been a huge fan since UE3 and have spent thousands of hours working on various project with it since then.

I can usually tap into my creative energy whenever it's required, but I've noticed that I tend to feel the most creative late at night. This often leads me to work late on projects, as I just can't seem to "put the pen down," so to speak. I also find tons of inspiration through music.

When working on a design, especially with digital 3D and CGI art and animation, I find it essential to give attention to every aspect of the project. As a small team we are both generalists and both handle everything from conceptualization, modeling and simulation, to texturing, lighting, and animation. I strive for a well-rounded approach that brings all the elements together.

When I dive deep into the design process, I often experience a mix of emotions. It's hard to say, but there's this incredible sense of excitement and fulfillment that comes with immersing myself in certain creative projects. It can feel almost overwhelming at times.

When I'm done with a project I often feel a sense of relief and accomplishment. Hopefully I feel proud of the result but that can be short-lived, as I usually start to notice areas for improvement any time I look back on a project.

When it comes to client work, a design is successful as long as it meets the customer's expectations and leaves them satisfied. For personal projects, I consider a design successful if it challenges me to explore and learn something new, while also resulting in a piece that I'm genuinely happy with.

When evaluating a design as good or bad I usually just rely on my feelings and if it looks good to me or if there are areas that I see that could be improved.

I think a designer's responsibilities towards society and the environment revolve around using their skills and creativity for positive impact. It's essential for designers to be mindful of the messages they convey and to avoid promoting anything harmful or hateful. By focusing on creating designs that foster positive change, support sustainability designers can contribute to the greater good.

Various design fields are evolving rapidly thanks to innovation in technology. Nowadays, it's easier than ever to learn new creative skills and techniques with the help of the internet's vast array of free learning resources. Also, advancements in digital creative fields have made software more accessible and affordable, with flexible licensing options available for independent artists and educational institutions. This democratization of industry-standard, bleeding-edge tools, which were once exclusive to large studios, is opening up new opportunities for aspiring designers and shaping the future of design.

I have never been part of an exhibition.

My main source of inspiration for my designs comes from music, mostly experimental noisy stuff. Also, as cliché as it may sound, I find a lot of inspiration in nature which I'm sure the dogs are

In the past, when I was freelancing as an illustrator, I had a more defined personal style. However, now that I need to be a versatile generalist who can tackle a variety of projects for clients, I strive to avoid confining myself to a specific style. My approach to design is adaptable and focused on meeting the specific needs of each client and project.

I live in Gävle, Sweden, and the Scandinavian design tradition definitely has an impact on my work. I enjoy the natural materials and simplicity that is Scandinavian design and often incorporate aspects of it in 3D projects. Sweden is well-known for nurturing creativity in children from an early age, offering various creative subjects in school and after-school activities that foster artistic growth and development.

We often engage directly with our clients, ensuring clear communication and a solid understanding of their needs and expectations. In other project, we collaborate with other agencies, such as advertising agencies or production studios, to deliver a comprehensive and well-rounded solution.

When working with a designer, I would recommend that companies first review the designer's portfolio to ensure their style and capabilities fit the needs of the project. A strong body of work can provide a good indication of the designer's skills and experience.

Also, try to give the designer some creative freedom and trust their intuition. Designers often have valuable insights and a unique perspective that can lead to innovative solutions.

Our design process typically begins with a brainstorming session, taking into account the client's needs and requirements. This initial stage is followed by creating a mood board that helps establish the overall style and atmosphere for the project. Once we have a clear direction, we develop a simple storyboard and present it to the client for their approval.

Upon receiving the client's approval, we refine the storyboard, outlining each shot and the specific effects that will be needed. With a detailed plan in place, we then assign each shot or effect to a team member and start working on the project. We often do a few style frames that the client gets to give feedback on. In some cases, the early stages may involve a significant amount of research and development to find solutions for the more technical aspects, such as complex simulations.

Throughout the process, we maintain open communication with the client, ensuring that their vision is accurately brought to life and that any potential challenges are addressed promptly and effectively.

As my work is predominantly digital, my top favorite design item at home is my multi-GPU workstation PC. Another favorite design item is my 24" drawing display from XP-Pen, which provides an intuitive and immersive drawing experience.

My day typically begins around 9 am with a walk with my two dogs. This morning routine helps me clear my head and properly wake up. After the walk, I try to eat a proper breakfast before diving into my emails to catch up on any important updates or messages.

Since I work from home, I have the luxury of taking regular breaks and maintaining a comfortable work environment. My day mainly consists of working on various projects and communicating with clients through emails, ensuring that we're on the same page and addressing any concerns or questions they might have.

In addition to focusing on my projects, I also monitor the marketing performance of our company, making sure that we're generating leads from new clients and maintaining a steady stream of business. Throughout the day, I strike a balance between project work, client communication, and business development.

To young and aspiring designers, my advice would be to never let gatekeepers or doubters dictate what you can or cannot do. Your journey as a designer should be guided by your passion and interests, rather than the expectations or limitations imposed by others.

While some may suggest that you need to master certain skills like sketching or painting before pursuing other creative avenues, remember that each individual's learning path is unique. You can absolutely find success in a field you're passionate about without necessarily mastering specific traditional skills.

Embrace your journey, be open to learning and growing and stick with it as long as you have passion for it, and you'll surely create great things.

On the positive side, it's incredibly rewarding to have the ability to create and bring your ideas to life. Being a designer allows you to express yourself visually and create things that resonate with you, and potentially with others as well.

However, on the negative side, being a designer can sometimes come with an obsessive drive for perfection. It's not uncommon for designers to constantly scrutinize their work, seeking ways to improve and refine it. This relentless pursuit of perfection can be mentally exhausting and can lead to self-doubt or even burnout.

My "golden rule" in design, specifically for the type of creative work I engage in, is that there are no rules. I believe in the importance of not limiting myself with rigid rules, as this allows me to freely explore my creativity and push the boundaries of what's possible. However, I acknowledge that rules may be necessary in other fields or in certain projects.

I think the most important skill for a designer is the drive to continually learn and improve. This commitment to personal growth and development will prevent your work from becoming stale and stagnant. Also, being able to adapt and having strong problem-solving skills are crucial, as they enable you to tackle a variety of challenges and adjust to evolving project requirements.

I mostly work with software such as Houdini, Octane Render, and Unreal Engine, but I also make use of the Substance toolset, Embergen, Zbrush, and many other specialized software depending on the project.

For inspiration, I often use platforms like Pinterest, Artstation, and Behance. To help with project management and organization, I use Milanote, which is great for creating mood boards and storyboards, as well as keeping track of project progress.

Managing time effectively is crucial, especially since designing can be a time-consuming task. Working from home gives me the flexibility to adapt my schedule as needed. My strategy is to prioritize the most challenging aspects of a project early on, which allows me to identify and address any potential time sinks. This approach helps me ensure that deadlines are met and projects are completed efficiently, while also maintaining a healthy work-life balance.

The time it takes to finish a project from beginning to end varies a lot depending on the complexity and scope of the project. It ranges from just a few hours for simple designs to several months for more bigger projects.

One of the most frequently asked questions I receive as a designer is, "How do you come up with your ideas" and "what software do you use?"

One of the most important job experiences for me was launching my own agency, Visuals By Nor, alongside my partner, Vita Li. Starting the agency and working with our first clients was a pivotal moment in my career. It not only allowed me to take control of my creative direction but also provided the opportunity to collaborate with a variety of interesting clients on unique projects.

We've had the pleasure of working with a diverse range of clients, including several prominent beauty brands like Maria Nila and Löwengrip. Additionally, we have worked with various other companies such as Cibes Lift and Strongpoint. In my past work as an illustrator, I had the opportunity to work with some major bands, including Bring Me The Horizon and We Came As Romans. This wide variety of clients has allowed us to tackle a multitude of creative projects.

I really enjoy design projects that challenges me while also offering plenty of room for creativity. These projects keep me on my toes and excited about the work I'm doing. I get a kick out of learning new techniques and ideas while refining my skills.

Hopefully we will land new interesting clients and taking on challenging 3D motion graphics projects. I'm eager to keep pushing my skills and creativity, and I'm always excited about the opportunity to collaborate with clients who share a passion for unique and captivating designs. I look forward to seeing where the journey takes me and the amazing projects that lie ahead.

At our studio, we currently are just two people and and we collaborate closely on our projects. The level of involvement for each of us depends on the scope of the project.

I'm currently working on an interesting project that requires a lot of Houdini effects and interesting landscape visualizations. I can't really say much more but I'm obsessed with this project right now.

You can reach me directly at tom@visualsbynor.com or through our website: https://visualsbynor.com