In this book you'll learn: How to model an architectural scene and create stunning materials that breathe life into your projects How to use real-world photometric lights and global illumination to achieve photorealism Efficient project workflow and scene assembly Tips and tricks for the production environment that would take years to learn the hard way How to market your services to prospective clients Welcome to the world of 3D architectural visualizations using the most powerful and versatile 3D software package on the planet: 3ds Max. In just the last few years, the visualization industry has arguably become the fastest-growing 3D industry, and may soon overtake all others in total number of users. Just as the use of CAD became the norm for nearly all architectural, engineering, and construction firms in the 90s, 3D visualizations have become standard practice today. This book takes you through the challenge of learning one of the most complex computer programs ever created, by way of easy-to-follow tutorials and instruction. It specifically focuses on those parts of the program you need to know to produce stunning architectural visualizations. The intent is not to show you every possible way to accomplish a task, but rather some of the fastest and most efficient ways. At the end of the book, there is a guide to marketing your services, as well as 20 top tips that took the author almost 10 years to learn in a production environmentsometimes the hard way. 3ds Max is a large and complex applicationbut by learning just the features that apply to visualizations, you'l be learning everything you need to know to get ahead in the industry in the shortest possible time. Summary of Contents: PART 1 GETTING AROUND INSIDE 3DS MAX Quick Start 1 Getting Started Chapter 1 Navigating the 3ds Max Interface Chapter 2 Working with Objects PART 2 MODELING Quick Start 2 Getting Started with Modeling Chapter 3 Modeling Basics Chapter 4 The Critical Compound Objects Types (Loft, Boolean, Terrain, and Scatter) Chapter 5 The Critical Modeling Modifiers PART 3 MATERIALS Quick Start 3 Getting Started with Materials Chapter 6 Material Basics Chapter 7 The Critical Map Channels Chapter 8 The Critical Map Types Chapter 9 UVW Mapping PART 4 LIGHTING Quick Start 4 Getting Started with Lights Chapter 10 Basic Lighting Chapter 11 Photometric Lighting Chapter 12 Global Illumination PART 5 CAMERAS AND ANIMATION Quick Start 5 Getting Started with Cameras and Animation Chapter 13 Camera Basics Chapter 14 Animation Basics Chapter 15 Animation Controllers PART 6 RENDERING Quick Start 6 Getting Started with Rendering Chapter 16 Rendering Basics Chapter 17 Scene Assembly Chapter 18 Effect Basics APPENDICES Appendix A Marketing Your Services Appendix B Top 20 Production Tips Appendix C Customizing 3ds Max Appendix D Keyboard Shortcuts