A small world with BIG opportunities: Inside the world of digital sculpting with some of the best at Lucid, Ford, Oakley, and Apple

12 min read

Digital Sculptor, Digital Designer, Digital Modeler, 3D Modeler

You may (or may not) have heard these terms before, but they all refer to a very specific – and elite – role in the world of design. Industrial, automotive, and conceptual design industries all rely on the technical skills, deep expertise, and artistic insights of the digital modeler.

What is it? Essentially, a digital modeler uses the best computer-automated design (CAD) software to create digital/3D models of conceptual sketches before they are prototyped.

Prototype of a bicycle helmet in Alias with included head mannequin

Within a program like Autodesk Alias – the gold standard for the industry – digital modelers push, pull, smooth, grab, pinch and otherwise manipulate a digital object as if it were made of a real-life substance such as clay.

The majority of digital sculpting tools on the market use mesh-based geometry, in which an object is represented by an interconnected surface mesh of polygons that can be pushed and pulled around.

“Digital sculpture draws upon recent advances in data acquisition techniques, computer visualization, and rapid prototyping technologies. It utilizes the unique virtual space of the computer to [create and visualize volume and] form, to enable extraordinarily sophisticated formal innovations, to design at heretofore unmanageable scales with technical accuracy, and to produce objects impossible to create with the human hand.”

The CHALLENGE of DIGITAL SCULPTURE
Dan Collins, Associate Professor, Arizona State University.

What kind of objects? Anything from high-speed trains to the latest wristwatch, jewelry, and game consoles, digital modelers have a special role to play in the design and engineering of what we drive, play, and use.

Concept design of a watch in Alias

Depending on the kind of design and the company they work for, digital modelers can work from the beginning of a concept through to engineering, or they might be part of a team that takes a 2D sketch, visualizes it, and models certain views before handing it to the engineers for the technical aspects.

We’ve reached out to several digital modelers to get a sense of who they are, what they do, and why they love to do it.

Emily O’Brien

Senior Digital Design Modeler, Lucid Motors

Lucid Motors is known for

Education

I studied at YRGO University Sweden, where the main focus was on 3D modeling. It was an interesting group – 16 girls and only 4 guys.

Background

My mother was an artist, and my father engineered at work as well as at home. I came from a passionate DIY family. I’ve always enjoyed sketching, aesthetics, and had an appreciation for beautiful design. It was natural for me to be in an industry where I could take ideas from A to Z and draw creatively on the technical side, to understand how it’s engineered.

Work Experience

After school, I did several consulting jobs on product design – for example: garden equipment, boats, cameras, airplanes, Ikea products, etc. During this time, I worked in ICEM Surf. I noticed, however, that my colleagues using Alias were able to be more creative. It was after I moved to the U.S. and switched to Alias that my creative and technical interests aligned.

Learning Alias

I learned Alias myself, which meant I was able to direct my own learning. Others can make it look so effortless, but what I found was it’s essential to break it down into steps. Then when you know it well, it’s almost like Alias becomes this third colleague, and we’re all connected in this triangle of design.

“What I love about a digital model is taking an idea from A to Z … a sketch can only take you so far. Digital modeling is technical, but necessary for an object to be complete. You learn what goes on inside the design.”

Emily O’Brien

The Job

I work with great colleagues, and we’re all focused on the same outcome. It’s this network of knowledge because Alias is a common language. Being so connected, we can feel each other’s struggles as we all know what it’s like. We collaborate, ask for help, and send things back and forth.

Any Regrets?

This is not an active job! There’s a lot of sitting, which means I need to find ways to stand more. But I get to travel and meet people, and see my work come into the market. It’s like nothing else.

Advice for Young Designers

This is a complex career choice, for sure. It’s a collaboration between aesthetics and engineering. The upside is that I can look at pretty much any product and know how it’s made. But there’s so much to learn, and it takes a lot of discipline and endurance. I believe it’s important to take every chance that comes your way, even if you’re not sure you’ll like it. Because you just never know.

Final Thoughts

This is a small world with BIG opportunities, but it’s not for everyone. I can work on something for weeks and then have to scrap it. But I am never bored and there’s always a new challenge.

Jacob Lanyon

Digital Sculptor, Ford Motor Company

Adjunct Professor, 3D Modeling, Lawrence Technological University

Ford Motors is known for

Education

Graduated from Lawrence Technological University in Michigan where I studied transportation design.

Background

While growing up, I loved cars, drawing, computer games, and making things. These naturally combined into a career path, and I aimed toward working for the automotive industry, especially Ford. Ford always felt familial to me for many reasons.

Work Experience

I did some rendering work for RTT (now 3DExcite) as an intern, and then I came to Ford to intern and later work full time. My schooling had such an influence on me – thanks to Keith Nagara at Lawrence Tech – that I now teach Alias and VRED there as well.

Learning Alias

I learned it in school and am now using VRED in my workflows as well. Teaching Alias is the best of both worlds; I get to reinforce what I know and learn new things alongside my students. In that way, I like to say my jobs are symbiotic.

“My day-to-day is going from page 0 to amazing cars out in the world. I’m obsessed with geometry and form. The freeform mode I have as a designer – I love the rawness of it.”

Jacob Lanyon

The Job

Our skillset goes beyond automotive into industrial design and M&E (Media & Entertainment) – so we’ll always have value.

Any Regrets?

No – it’s a little more complicated and less natural than 2D sketching, but I love it.

Advice for Young Designers

Let yourself encounter all the components of this field and then choose. The biggest learning I’ve had is being efficient with time, because it really flies when you’re on a project. And if you’re still a student: get an internship or hands-on work ASAP – it’s a game changer.

Final Thoughts

University teaches you; work trains you. Our skillset is in high demand, and there is always something more to pursue.

Jonathan Clingenpeel

Senior Manager, 3D Design, Oakley

Oakley is known for

Education

I actually ditched high school for a day (a month before graduation) to come and apply at Oakley – though there wasn’t much of an interview process back then. I was hired to do the graveyard shift at the lens coating lab. After I graduated high school with honors, my family moved to Foothill Ranch in 1995, which is where Oakley would move to in 1997. When I was given the opportunity to learn Alias, I decided to pause school for a bit to focus my energy on learning from my design and engineering mentors at Oakley.

Background

My brother started at Oakley back in the 1990s, and he used to bring me around when I was 14, where I would do small jobs for them. I spent a lot of time sketching and doodling as a kid, and I would take any computer course they had available.

Work Experience

I also worked in accounting and lens cutting at Oakley, when I moved into the day shift. Then I was hired into design to come up with new colors for some of the new products that were coming out. From there, I had the chance to run the 3D printers and the chance to learn 3D modeling.

Learning Alias

I learned it when I moved into 3D modeling, because everybody was using Alias. So when I wasn’t taking care of the 3D printers, I taught myself Alias. There was a crew of about 5 guys at that time working in Alias, and they were my mentors. I was 20 years old, working 80 hours a week, and probably 50 of those hours was training on Alias.

“I started modeling with pieces of a project, and as I got better, they would give me bigger projects to the point where I got my first sunglasses to model. As I got better, I was hungry for it, I would always invite a challenge, and I got to work on some of the most iconic designs Oakley has ever put out.”

Jonathan Clingenpeel

The Job

This is a job I didn’t know I would love as much as I do. It’s sparked creativity in me and allowed me to do things I didn’t even know were possible (like start a jewelry company, with my own designs and models). When I look at a design, I break it apart like it’s a puzzle and ask how I would construct it in 3D. I thrive on that kind of work, because it’s challenging: some of these puzzles are harder than others.

Any Regrets?

None.

Advice for Young Designers

This is one of those jobs where once you get in, you find out real quick if it’s your thing or not. To be good at this, you have to put the time into it. There are no shortcuts in this game, and a lot of it is about experience. You won’t know how to model some things until you actually dive in and model. So don’t be afraid to fail.

Final Thoughts

There’s a beginning stage where everything is new and fun, and then you hit a plateau. You can get stuck in this rut – but you have to keep going, because you get over this hill and all of a sudden, things open up and you see everything – not just your projects, but everything in the world – differently because you pick it apart. It’s like you reach this new high of understanding how things are made and put together and the way you look at things is completely different. Push through, because it’s completely worth it.

Tim Emmott

Industrial Design, Sculpting Team Manager, Apple

Apple is known for

Education

I attended Loughborough University for Industrial Design and Technology.

Background

I wasn’t great with books but loved art and invention. I could make a clock, make a sculpture – so it seemed like design school was a natural path. In my third year internship, I got a sense of mass production and really came to love 3D modeling.

Work Experience

I had an internship through Mars Inc, using Solid Works, then went to Mexico, working on concrete parts for washing machines. That’s where I discovered Rhino and started teaching it. After that, I worked with Craster on hotel and restaurant tableware. When I arrived at Apple in 2010, I was introduced to Alias.

Learning Alias

Alias is a super steep learning curve. It is very different from other programs out there; it feels designed to be used by people who know how to use it. It’s phenomenal to use once you’re a professional, but it’s brutally hard to learn. Apple really showed me the value of spending the time to learn a tool to do it right.

“Getting your models back is fantastic, your ideas, your work, your energy becomes tangible. The moment when the screen turned on for an early prototype – the iPhone became alive. It went from being a concept model on a computer screen, which we’ve done millions of times before, to suddenly being believable. When the idea coalesces and becomes real … that’s the excitement and magic really makes it all worth it.”

Tim Emmott

The Job

There are a lot of people who would be fantastic modelers that just don’t know about this world. People who love design, who are quiet, deep thinkers, who have a deep passion for getting the details right. It can feel like design is about representing oneself as the decision maker. Whereas with sculpting, it’s the quiet way to shape a product, and nobody else has the ability to form the final product the way the sculptor does. It’s truly your product, when you’ve made the surfaces, and it’s this beautiful relationship of different personality types that come together – these extremely inventive designers and a sculpting team that is deeply dedicated to and so focused on realizing the beauty that the product could be.

Any Regrets?

I definitely made a number of mistakes, but it’s good to learn. I wish I’d known about sculpting earlier. But I’m here where I need to be right now, and I’m trying to help other people understand that there’s a career in this space.

Advice for Young Designers

Don’t let your work be average or simply “OK.” Take the time to make it excellent, think about the details, think of the whole product cycle. Always to push to be better. Be persistent in the pursuit of excellence.

Final Thoughts

Find a company that has the same ideas around the value of work that you do. The idea of doing something really great requires time and energy, passion and hard work.  Working with people dedicated to the same goals is vital to great design.


You’ve heard in several of these stories that digital sculpting takes time to learn, and that it can take significant time to become proficient in Alias.

We understand that, which is why we invite you to take the time you need to learn at your own pace or build on design knowledge you are gaining at school with the free Alias Learning Edition.

If you’re not already an Alias or VRED user or would like to expand your skills at home, get started by downloading the new Alias & VRED 2024 Learning Editions:

For Alias Learning Edition, click here.
For VRED Learning Edition, click 
here.

Stay tuned and check out our Autodesk Automotive on LinkedIn, subscribe to our Alias and VRED YouTube channels, and follow us on Facebook.

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We use ADC Media to deploy digital advertising on sites supported by ADC Media. Ads are based on both ADC Media data and behavioral data that we collect while you’re on our sites. The data we collect may include pages you’ve visited, trials you’ve initiated, videos you’ve played, purchases you’ve made, and your IP address or device ID. This information may be combined with data that ADC Media has collected from you. We use the data that we provide to ADC Media to better customize your digital advertising experience and present you with more relevant ads. ADC Media Privacy Policy
AgrantSEM
We use AgrantSEM to deploy digital advertising on sites supported by AgrantSEM. Ads are based on both AgrantSEM data and behavioral data that we collect while you’re on our sites. The data we collect may include pages you’ve visited, trials you’ve initiated, videos you’ve played, purchases you’ve made, and your IP address or device ID. This information may be combined with data that AgrantSEM has collected from you. We use the data that we provide to AgrantSEM to better customize your digital advertising experience and present you with more relevant ads. AgrantSEM Privacy Policy
Bidtellect
We use Bidtellect to deploy digital advertising on sites supported by Bidtellect. Ads are based on both Bidtellect data and behavioral data that we collect while you’re on our sites. The data we collect may include pages you’ve visited, trials you’ve initiated, videos you’ve played, purchases you’ve made, and your IP address or device ID. This information may be combined with data that Bidtellect has collected from you. We use the data that we provide to Bidtellect to better customize your digital advertising experience and present you with more relevant ads. Bidtellect Privacy Policy
Bing
We use Bing to deploy digital advertising on sites supported by Bing. Ads are based on both Bing data and behavioral data that we collect while you’re on our sites. The data we collect may include pages you’ve visited, trials you’ve initiated, videos you’ve played, purchases you’ve made, and your IP address or device ID. This information may be combined with data that Bing has collected from you. We use the data that we provide to Bing to better customize your digital advertising experience and present you with more relevant ads. Bing Privacy Policy
G2Crowd
We use G2Crowd to deploy digital advertising on sites supported by G2Crowd. Ads are based on both G2Crowd data and behavioral data that we collect while you’re on our sites. The data we collect may include pages you’ve visited, trials you’ve initiated, videos you’ve played, purchases you’ve made, and your IP address or device ID. This information may be combined with data that G2Crowd has collected from you. We use the data that we provide to G2Crowd to better customize your digital advertising experience and present you with more relevant ads. G2Crowd Privacy Policy
NMPI Display
We use NMPI Display to deploy digital advertising on sites supported by NMPI Display. Ads are based on both NMPI Display data and behavioral data that we collect while you’re on our sites. The data we collect may include pages you’ve visited, trials you’ve initiated, videos you’ve played, purchases you’ve made, and your IP address or device ID. This information may be combined with data that NMPI Display has collected from you. We use the data that we provide to NMPI Display to better customize your digital advertising experience and present you with more relevant ads. NMPI Display Privacy Policy
VK
We use VK to deploy digital advertising on sites supported by VK. Ads are based on both VK data and behavioral data that we collect while you’re on our sites. The data we collect may include pages you’ve visited, trials you’ve initiated, videos you’ve played, purchases you’ve made, and your IP address or device ID. This information may be combined with data that VK has collected from you. We use the data that we provide to VK to better customize your digital advertising experience and present you with more relevant ads. VK Privacy Policy
Adobe Target
We use Adobe Target to test new features on our sites and customize your experience of these features. To do this, we collect behavioral data while you’re on our sites. This data may include pages you’ve visited, trials you’ve initiated, videos you’ve played, purchases you’ve made, your IP address or device ID, your Autodesk ID, and others. You may experience a different version of our sites based on feature testing, or view personalized content based on your visitor attributes. Adobe Target Privacy Policy
Google Analytics (Advertising)
We use Google Analytics (Advertising) to deploy digital advertising on sites supported by Google Analytics (Advertising). Ads are based on both Google Analytics (Advertising) data and behavioral data that we collect while you’re on our sites. The data we collect may include pages you’ve visited, trials you’ve initiated, videos you’ve played, purchases you’ve made, and your IP address or device ID. This information may be combined with data that Google Analytics (Advertising) has collected from you. We use the data that we provide to Google Analytics (Advertising) to better customize your digital advertising experience and present you with more relevant ads. Google Analytics (Advertising) Privacy Policy
Trendkite
We use Trendkite to deploy digital advertising on sites supported by Trendkite. Ads are based on both Trendkite data and behavioral data that we collect while you’re on our sites. The data we collect may include pages you’ve visited, trials you’ve initiated, videos you’ve played, purchases you’ve made, and your IP address or device ID. This information may be combined with data that Trendkite has collected from you. We use the data that we provide to Trendkite to better customize your digital advertising experience and present you with more relevant ads. Trendkite Privacy Policy
Hotjar
We use Hotjar to deploy digital advertising on sites supported by Hotjar. Ads are based on both Hotjar data and behavioral data that we collect while you’re on our sites. The data we collect may include pages you’ve visited, trials you’ve initiated, videos you’ve played, purchases you’ve made, and your IP address or device ID. This information may be combined with data that Hotjar has collected from you. We use the data that we provide to Hotjar to better customize your digital advertising experience and present you with more relevant ads. Hotjar Privacy Policy
6 Sense
We use 6 Sense to deploy digital advertising on sites supported by 6 Sense. Ads are based on both 6 Sense data and behavioral data that we collect while you’re on our sites. The data we collect may include pages you’ve visited, trials you’ve initiated, videos you’ve played, purchases you’ve made, and your IP address or device ID. This information may be combined with data that 6 Sense has collected from you. We use the data that we provide to 6 Sense to better customize your digital advertising experience and present you with more relevant ads. 6 Sense Privacy Policy
Terminus
We use Terminus to deploy digital advertising on sites supported by Terminus. Ads are based on both Terminus data and behavioral data that we collect while you’re on our sites. The data we collect may include pages you’ve visited, trials you’ve initiated, videos you’ve played, purchases you’ve made, and your IP address or device ID. This information may be combined with data that Terminus has collected from you. We use the data that we provide to Terminus to better customize your digital advertising experience and present you with more relevant ads. Terminus Privacy Policy
StackAdapt
We use StackAdapt to deploy digital advertising on sites supported by StackAdapt. Ads are based on both StackAdapt data and behavioral data that we collect while you’re on our sites. The data we collect may include pages you’ve visited, trials you’ve initiated, videos you’ve played, purchases you’ve made, and your IP address or device ID. This information may be combined with data that StackAdapt has collected from you. We use the data that we provide to StackAdapt to better customize your digital advertising experience and present you with more relevant ads. StackAdapt Privacy Policy
The Trade Desk
We use The Trade Desk to deploy digital advertising on sites supported by The Trade Desk. Ads are based on both The Trade Desk data and behavioral data that we collect while you’re on our sites. The data we collect may include pages you’ve visited, trials you’ve initiated, videos you’ve played, purchases you’ve made, and your IP address or device ID. This information may be combined with data that The Trade Desk has collected from you. We use the data that we provide to The Trade Desk to better customize your digital advertising experience and present you with more relevant ads. The Trade Desk Privacy Policy
RollWorks
We use RollWorks to deploy digital advertising on sites supported by RollWorks. Ads are based on both RollWorks data and behavioral data that we collect while you’re on our sites. The data we collect may include pages you’ve visited, trials you’ve initiated, videos you’ve played, purchases you’ve made, and your IP address or device ID. This information may be combined with data that RollWorks has collected from you. We use the data that we provide to RollWorks to better customize your digital advertising experience and present you with more relevant ads. RollWorks Privacy Policy

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