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⦁ Model-derived estimates, where the introduction of cost has been integrated into the model environment (5d), in some cases with the addition of schedule information as well
⦁ custom applications that demonstrate a firm’s technological ability to manage construction, provide better clarity or understand items such as inventory, staff, or safety issues. these applications are often unique to firms
⦁ websites, tools, and portals used as a way to illustrate potential approaches to manage large infrastructure projects, or where community or customer engagement is needed
⦁ Prefabrication scenarios and advanced work packaging simulations and coordination
⦁ Site safety planning and community awareness visualizations (Figure 3.7)
Figure 3.7 Site safety visualization
Imagecourtesy: mccartHy BuIldIng comPanIes
the use of BIM during marketing and pursuit efforts allows for more dynamic discussions than 2d plans do because the model can be used to illustrate strategies and components of construction in a more intuitive way. there are always new and innovative ways to use models during marketing and pursuit efforts. I encourage teams to use project
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pursuit opportunities to try out new technologies to better illustrate a construction process because of the fast nature of the pursuit. when you consider that some pursuits include the schedule, estimate, design and approach as deliverables, it is almost as if there is a mini-construction project to test out new ways of using BIM and technology.
Project Pursuit Images
well-placed images in an rFP or interview can be invaluable. as the saying goes,
“a picture is worth a thousand words,” and the same is true in pursuing work and demonstrating ability. adding BIM-derived images to a proposal can show a firm’s expertise with a technology and a deeper understanding of the project, as well as more clearly illustrate a point or detail that is important. In turn, this limits the page count (often appreciated by owners reviewing the proposal) and breaks the monotony of text-only-based content. additionally, an image or illustration is incredibly valuable in a presentation when describing a scenario or thought process. Images in presentations are preferred over bullet points and give the review panel something to discuss and explore further than text in question-and-answer sessions.
the following are a collection of images that illustrate various uses for BIM- derived images in a presentation. It is important to keep in mind that images can’t
“disguise” genuine study and research on how a project is to be built, the constraints, the opportunities, or the conditions. In fact, BIM-derived images in a presentation often highlight to what extent a pursuit team investigated various aspects of a project.
For example, Figure 3.8 shows how a site logistics plan may be laid out for an occupied campus in an urban environment. Figure 3.9 shows graphically how stormwater will flow on a construction site and where protection needs to be added to prevent runoff.
the 3d aspect adds clarity and dimension to items like the crane swing and height, and how traffic will maneuver on-site around construction conditions. these site logistics plans are useful in an interview and are an example of how a deeper amount of thought has gone into how a project site is laid out.
In the next example, Figure 3.10 illustrates a finished project from a specific view. though these images are impressive, they should be used with the understanding that sometimes they aren’t received well if the design team is separate from the
contractor—mainly because architects typically view the design and aesthetics as their territory. although it’s fine to illustrate capability, be strategic about what value this may create from the contractor’s perspective.
Figures 3.8–3.10 demonstrate that simple 3d or BIM-derived images can be used for great effect. though using images may seem overly simplified, it removes the need to show a series of plan files illustrating a sequence or trying to depict an approach in a narrative. remember, one of the values of BIM is the ability to visualize and communicate more effectively. to that end, a simpler approach with graphics showing what needs to be done can be more approachable and elegant than a more complex one.
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Figure 3.8 Site logistics plan on occupied campus
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Project Simulations
Simulations take static images one step further through the use of video to illustrate various parts of a project. Simulations for construction can take many forms and show different amounts of information. For example, to illustrate the construction sequence of a project you may use tools such as navisworks, Synchro, Vico, or constructSim, among others, to show the combination of model elements being constructed over time. this layering, or “linking,” of schedule information with model components is often referred to as 4d, or schedule simulations (Figure 3.11). these simulations are useful tools to clearly illustrate sequence and workflow and help create a clearer picture of how a project may come together. this is particularly valuable for customers who may not “think in 3d”; it is difficult for them to read multiple plans to understand the workflow. additionally, these 4d simulations can be used to test project schedule data in the pursuit phase to ensure that the schedule is realistic.
Figure 3.10 Project pursuit rendering
Figure 3.11 Construction simulation QR code video
VIdeocourtesy: autodesk
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the rigor of these simulations can vary. Some simulations may show a more conceptual concept of construction, whereas others are directly linked to more complex and robust schedule information. the use of 4d simulations for marketing pursuits should be looked at from two perspectives. the first perspective is, what do you have time to complete? understand that building these construction simulations takes time and requires the construction of a virtual model, at a level of detail that translates to the schedule (such as floor slabs broken into individual pours, or exterior walls broken up as they would be framed) as well as the creation of the schedule from which the model will “build” in the simulation environment.
Very simple 4d simulations can be created in a matter of days, but more robust and detailed simulations can take weeks or months to complete. the second consideration when creating 4d marketing simulations is, what are you trying to illustrate? Is the site very small and would it be good to show how equipment and materials will be unloaded and constructed? Is there a unique constraint for the project that needs to be brought to attention, such as safety control efforts, for an addition to an occupied hospital that needs to remain operational? It is important to ask if there are specialized circumstances that could be shown in the 4d simulations, which limits questions and can save time in a presentation by virtually “showing” how a particular issue may be addressed.
In today’s construction market, some companies are making a best practice out of enhanced visualization and are hiring in-house specialists who create simulations, environments and videos for customers. Some of these specialists use rendering and gaming engines such as Lumion, unity, 3ds Max, autodesk Maya, and others that allow a participant to be “immersed” into an environment. once in these environments, stakeholders can navigate on their own using gaming controllers, steering wheels, or other interfaces to explore their environment as they like. these simulations can also include scenario analysis. In simulations such as the alaskan way Viaduct earthquake simulation video completed by Parsons Brinckerhoff, BIM and rendering applications can go so far as to show disaster preparedness solutions in design and construction (Figure 3.12 and Figure 3.13).
Simulations continue to become one of the main drivers for the use of BIM through enhanced visualization. the simulation deliverable allows complex concepts to be displayed simply and clearly, which in turn gives customers the benefit of both appreciating the rigor and study as well as feeling more confident in a team’s approach.
Project Pursuit Virtual/Augmented Reality Simulations
Virtual reality (Vr) environments and augmented reality is a new way of experiencing construction projects. the cost of Vr solutions has come down considerably and Vr is increasingly being used as a means of immersing a user into an environment to better understand a concept. users can “walk” around these environments using gaming controllers or hand controllers, or through head movement. the intuitive
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Figure 3.13 QR code link to video of simulation
nature of these simulations allows customers to navigate to the spaces they wish to see and experience a project as they wish. these environments can be created through a number of tools, including gaming engines such as Lumion, eon, and unity that fully render an environment, or “world.” other Vr environments are prescriptive and can be rendered videos with preset paths built with tools such as 3ds Max, Maya, and Sketchup, among others.
Figure 3.12 Alaskan Way earthquake simulation
Imagecourtesy: Parsons BrInckerHoff
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Similar to virtual reality, augmented reality (ar) is the combination or layering of virtual information or objects on physical environments tools with reality.
according to wikipedia, ar is “A live direct or indirect view of a physical, real-world environment whose elements are augmented (or supplemented) by computer-generated sensory input such as sound, video, graphics or GPS data. It is related to a more general concept called mediated reality in which a view of reality is modified (possibly even diminished rather than augmented) by a computer.” examples of this technology are wearable technology such as Google Glass, Microsoft HoloLens, or oculus rift (Figure 3.14). these tools allow users to participate in two environments—the digital and the real—that can be controlled by actual physical movements or controls to provide an enhanced experience. additionally, these tools may have potential impacts when marketing a project in areas of safety, job training, and project site management.
Figure 3.14 Oculus Rift Augmented Reality Headset
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Figure 3.15 Proposal project rendering
Imagecourtesy: leIdos engIneerIng
Other Marketing Tools
other marketing technologies are becoming increasingly popular for teams pursuing work. Some of these are 3d printers, which you can use to print models of buildings, production plants, and landscapes at a relatively low cost. these 3d prints can also be used to show options and scenarios. the value in 3d prints is that they materialize the virtual environment and make it more tangible, which is particularly useful for a less technical customer. additionally, applications have been developed for large-scale presentations and used as a way to organize the information required from an rFP and illustrate a firm’s advanced use of technology.
other offerings such as “smart” PdFs are beginning to take the place of
traditional 2d PdFs. Smart PdFs can embed video content, 3d models, links to external websites, and links to other information within the document for ease of reference.
customers appreciate the ability to go into detail on certain topics of interest, whereas traditional PdFs miss the mark if information is not contained with the submission.
Tailor-Fit Your Offerings
In all of these potential solutions and deliverables it is important to focus on what will apply to a specific project and appeal to the customer (Figure 3.15). construction consumers are not a “one-size fits all” bunch. Some responses may be more
standardized than others, such as forms on contracts, insurance, bonding, and material standards. But when it comes to the ability to integrate creativity and use technologies to create an engaging response, the roI is a sound investment of time and expense.