composite // interview with Ronen Bekerman
The inspirational blogger, educator and the co-founder of Israeli creative studio 'The Craft'.
Every year over the Black Friday weekend (or week…) software companies and asset makers around the world dish out discounts on their 3D plugins, texture libraries and subscription packages - and for a long time Ronen Bekerman’s Architectural Visualisation Hub has been the central place to curate the best deals and share them with the arch viz industry.
Of course, discounts isn’t the only reason that Ronen’s website has become so popular over the years. Originally started as personal blog it has evolved into a directory on all things rendering and 3D modelling, at times hosting large-scale image creation challenges, jobs boards and an insightful industry podcast.
“Open your eyes. Never stop learning. Don't get comfortable.” - Ronen Bekerman
Keeping the blog running is a hefty side project for Ronen as his full time work is running ‘The Craft’, a creative team of digital craftsmen primarily based out of Tel Aviv, Israel. Ronen and I have been in touch many times over the years through different internet mediums (but never in person - yet!), so I was very pleased he agreed to take part in Composite:-
What is your name?
Ronen Bekerman
How many people work at The Craft?
8
Where are you based?
Tel Aviv, Israel
How would you summarise your work in three words?
Visual Storytelling Studio
What song or album have you been playing on repeat recently?
Random Access Memories by Daft Punk
What gets you out of bed in the morning?
My kids.
How did you get started in the industry?
I've always had this trifecta of interests: doodling in sketchbooks, fiddling with computers, and being awestruck by beautiful buildings - quite a mix right? So when it came to making some big life choices, I figured why not just lean into what I already loved? First, I plunged headfirst into the world of computer science, spending a couple of years at university getting all chummy with coding languages and algorithms. It was cool, but there was this nagging feeling that something was missing and it wasn't the complete picture. Then, a lightbulb moment: my Dad's a civil engineer, a real whiz with buildings and I’ve been sketching, drawing and drafting buildings alongside him since I was a little kid so I thought, "Hey, why not give architecture a shot?” - so I switched lanes and dived into the vast world of blueprints and building aesthetics.
So how did that transition into architectural visualisation?
Well, I spent four solid years tracing my dad's path, immersing myself in the beauty of structures and the math behind them. But life threw a curveball my way - I realized that I didn't find any interest in making buildings happen in the real world. So I wanted to create something uniquely mine, something that blended all my loves together. That's when I found my true calling: 3D architectural visualization. Now here I am, creating digital masterpieces of magnificent buildings, bringing together my love for art, my knack for tech, and my appreciation for architecture. No more bouncing between interests. I finally found the sweet spot that's just right for me.
What would you say sets your work apart from others?
On the surface, it might be hard to spot any discernible differences, but when you look closer, you'll find a world of difference in how we approach our craft. The journey to the final result is where the magic truly happens for us. It's not just about creating striking visuals; it's about embracing an ethos, a distinctive approach that sets us apart.
Can you tell me more about your studio's process?
Absolutely! Our process is like an intricately choreographed dance, where every step must be purposeful and carefully considered. We start with a deep dive, exploring every aspect of the project to breathe life into the story and idea behind it. Then, we enter an intensive ideation phase where creativity runs wild within the project's constraints. We meticulously think through and craft every detail, texture, and light source. Finally, we bring the project to life through precise execution, combining traditional methods with innovative techniques and top-notch technology.
How do you ensure the final result stands out?
What sets us apart is the diverse skill set of our team. From architectural understanding to digital artistry, we have a synergy that elevates the final piece beyond its individual elements. While our images may seem indistinguishable from those of other studios, it's the process itself that makes the difference. It injects soul into our work and keeps us passionate about what we do every single day, both for us and our clients who join us on this journey.
How do you balance artistic expression with technical accuracy?
You tell me! This is a never-ending story ;)
How do you measure success in your work?
Easy! Clients keep coming back to us.
What's your philosophy on customer service / working with clients / dealing with feedback?
In our work, we've discovered that the client is not always right, contrary to the popular saying. It’s not about dismissing their perspective or wishes, but we believe the most enriching collaborations come from clients who seek our expertise and vision, allowing us to guide them towards what is truly best for their project. It's about finding a balance between their wishes and our professional insights.
We maintain a mindset of "we only have one client" - ourselves. It's not about self-serving interests, but about upholding a standard of excellence and continuously pushing ourselves to deliver beyond expectations. We become our own first and toughest critics, scrutinizing each project through a rigorous self-imposed filter before it reaches the client. This introspective approach keeps us authentic, accountable, and consistently striving to surpass the status quo.
Finally, what advice would you give to someone new to our industry?
Find someone experienced to follow. Open your eyes. Never stop learning. Don't get comfortable.
Special thanks to Ronen for his time and for sharing some fascinating insights into how things work at The Craft. You can see more work from the studio here, and be sure to check out Ronen’s blog and Instagram.
If you’re still here, thanks for reading - this interview is part a series featuring artists, leaders and innovators in architectural visualisation and related fields. If you’d like to see more in the future, please hit subscribe and share the post with someone else who might be interested.
If you have any follow-up thoughts to share with Ronen (or me), or if you have a question you’d love to be asked in future interviews, feel free to drop them in the comments below!
Thanks, and see you next time!
- JL