Virtual & Immersive
Spaces people can walk through.
A video shows people one route through your space. Virtual lets them take their own. Real-time builds for walkthroughs, configurators, branded worlds and 3D that runs in an ordinary browser tab.
What I build
Walkthroughs people control
Buildings, interiors and spaces moved through at your own pace, in changing light, with materials and layouts switched live. For anything that gets sold before it is built.
Real-time configurators
High-end products explored and specified in real time, with the specification and the price updating as the customer changes it. No back-and-forth on a PDF.
Interactive 3D in the browser
The model exported to glTF and loaded with Three.js, so customers can rotate it and configure it from a link. Kept under a few megabytes so it still loads on a phone.
Branded worlds on Roblox
A place people choose to spend time in, rather than an advert they walk past. Built in Studio with Luau scripting, with monetisation and analytics wired in properly.
Playable prototypes
The core loop of an idea, built to be played and tested rather than pitched from a deck. The fastest honest answer to whether the thing is actually any fun.
Training and simulation
Procedures rehearsed safely and repeatedly, with what the trainee did recorded. Useful anywhere the real thing is expensive, dangerous or rare.
Interaction has to earn its cost.
Honest scope, zero bloat, no offshore faff.
- 01
Decide whether it should be real-time at all
If nobody needs to change anything, a rendered animation is cheaper and looks better. Real-time earns its cost when exploration, configuration or interaction is the point. I will tell you which one you are describing.
- 02
Let the destination pick the engine
Unreal for a kiosk, a trade stand or a downloadable build. Three.js when it has to open from a link on any device. Roblox only if your audience is genuinely already there. Where it runs decides, not which engine demos best.
- 03
Grey-box first
Blocked out with placeholder geometry and walked through early, so layout and interaction get tested before anything is textured. Art on top of a broken layout is wasted money.
- 04
Optimise for the hardware it runs on
A trade show machine, an office laptop and a mid-range phone are three different performance budgets. That gets decided at the start, not patched in the week before launch.
Straight answers
Browser if it has to open from a link on any device: that is Three.js, a few megabytes, no install. Download or kiosk if it needs to look its absolute best and you control the machine: that is Unreal. Forcing Unreal through a browser is possible and usually the wrong tool.
Yes, and it always needs preparation. CAD and BIM geometry is far heavier than a real-time engine wants, so it gets reduced, retopologised and re-materialled first. That preparation is a real part of the timeline rather than a rounding error.
Only when the viewer needs to make a decision inside it. Video is cheaper and you control every frame, which is right for a fixed message to a passive audience. The moment people need to choose a finish, compare a layout or go where they like, interaction is the whole justification.
It is if your audience is genuinely on it and you can offer something worth doing. It is not if the plan is an advert with a walkable floor. Plenty of brands are told to be on Roblox by someone who has never opened it, and I will say so before you spend anything.
It depends almost entirely on how much of the art is bespoke and how much interaction there is. A grey-boxed walkthrough and a fully art-directed one are different projects. Message me on WhatsApp, describe what people should be able to do in it, and I will come back with a fixed scope and the optional parts separated out.
Yes. Project files, source assets and exports, all yours, published under your accounts. Same principle as everything else I build.
The services behind it
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No time that suits? Message Joe on WhatsApp or email hello@calljoe.co.