• €699

From The Ground Up

  • Course
  • 281 Lessons

Your companion course to understanding composition, building better images, and running a successful archviz business.

From The Ground Up

All the lessons

Introduction to From The Ground Up

A full introduction to the course where you'll discover all the content we're about to tackle, how you should approach the course, and a separate lesson on how to get you all setup in terms of software.

Staying up to date with the course
D0_01 Main Introduction.mp4
Preview

Diamond 1 : New foundations

Diamond 1 is the foundational diamond, the one that reshapes your understanding of the core ideas that lie within composition and archviz. Misunderstanding the foundation of your own industry can lead you to focus on the wrong things.

I'll address the semantics: what is a rendering? What's going on with photorealism? I'll also lay the foundation of an actionable definition for "composition", turning it from a vague concept into a practical tool.

D1_D_01 - Opening Diamond 1
D1_D_02 - What is a rendering?
D1_D_03 - The hidden cost of photorealism
D1_D_04 - Photorealism isn’t realism
D1_D_05 - Common misconceptions on composition
D1_D_06 - The missing link
D1_C_01 - A more holistic vision
D1_C_02 - Composition as a tool
D1_C_03 - Expanding the language of rendering
D1_C_04 - Theory to practice
D1_C_05 - Wrapping up Diamond 1
D1 - Resources

Diamond 2 : Shifting perception

Perception itself is frequently misunderstood and oversimplified. The act of perceiving is fundamentally shaped by cultural differences, personal memories, and the physiological quirks of your own body.

I'll explore the power of contrast, Gestalt psychology principles, and the fundamentals of visual hierarchy. This gives you the keys to understand visual weight and tension, the dynamics inside your compositions.

D2_D_01 - Opening Diamond 2
D2_D_02 - Perceiving is not seeing
D2_D_03 - Cultural differences in perception
D2_D_04 - What you see vs what your client sees vs what the industry sees
D2_D_05 - What the layperson tends to like
D2_D_06 - Anisotropy of reading
D2_D_07 - Gestalt psychology
D2_D_08 - Greatest area of contrast
D2_D_09 - Contrasts, many contrasts
D2_D_10 - Context within contexts
D2_D_11 - Core principles: weight & tension fundamentals
D2_D_12 - Structural form, pattern & space
D2_D_13 - Mastering high-attention elements
D2_D_14 - Limits, inside and outside
D2_D_15 - Experience and memory
D2_D_16 - Early thoughts on animation
D2_D_17 - Early thoughts on soundscape
D2_D_18 - The instagram effect
D2_C_01 - Engagement, completing the incomplete
D2_C_02 - Experience of the architectural space
D2_C_03 - Space perception and color values
D2_C_04 - Rhythm and variety
D2_C_05 - Balance disambiguation
D2_C_06 - Formal balance
D2_C_07 - Informal balance
D2_C_08 - The reveal
D2_C_09 - F*ck balance
D2_C_10 - What balance fits better my image?
D2_C_11 - What makes an image boring?
D2_C_12 - Sharpening and blurring to guide the eye
D2_C_13 - Theory to practice
D2_C_14 - Wrapping up Diamond 2
D2 - Resources

Diamond 3 : Intent

"Just make it look good." But looking good and being effective are completely different things. The difference between a beautiful image and one that moves your client comes down to intent.

I'll uncover the true meaning of intent, its four hidden layers, clarify the limits of storytelling, and tackle how to rip apart the brief during your very first client meeting.

D3_D_01 - Opening Diamond 3
D3_D_02 - What is intent?
D3_D_03 - The need of a mindset shift
D3_D_04 - Typologies of intent
D3_D_05 - Storytelling disambiguation
D3_D_06 - Storytelling, intent and AI, expanding creativity
D3_D_07 - The limits of intent
D3_D_08 - The double diamond
D3_D_09 - Preliminary reference gathering : early stage
D3_D_10 - First client meeting : setting the stage
D3_C_01 - Prioritizing and mixing intents
D3_C_02 - How to develop a concept around intent
D3_C_03 - Put a title on it
D3_C_04 - Ripping the brief, an anatomy of an iterative process
D3_C_05 - Ripping the brief with an AI copilot
D3_C_06 - Case study : same project, different approaches to intent
D3_C_07 part 1_3 - Twin Park Towers case study : first diamond - Part 1/3
D3_C_07 part 2_3 - Twin Park Towers case study : first diamond - Part 2/3
D3_C_07 part 3_3 - Twin Park Towers case study : first diamond - Part 3/3
D3_C_08 Decision checkpoints : broad to fine focus
D3_C_09 - Theory to practice
D3_C_10 - Wrapping up Diamond 3
D3 - Resources

Diamond 4 : Frame

Most people think framing is about finding a good angle. It's not. Framing is about perception. It's not about grid systems, plotting elements, or other oversimplified approaches.

I'll break down aspect ratios, camera placement, focal length, depth of field, negative space, the rule of thirds (overrated), golden ratio (fancy but useless), and dynamic symmetry (actually useful).

D4_D_01 - Opening Diamond 4
D4_D_02 - Aspect ratio
D4_D_03 - Typologies of framing
D4_D_04 - Grid systems : the rule of thirds
D4_D_05 - Grid systems : golden ratio
D4_D_06 - Grid systems : dynamic symmetry
D4_D_07 - Height
D4_D_08 - Focal length
D4_D_09 - The tilt question
D4_D_10 - Camera plane shifting
D4_D_11 - Depth of field
D4_D_12 - Horizon
D4_D_13 - Negative space & depth planes
D4_D_14 - Nose room and head room
D4_D_15 - Reflections
D4_D_16 - People
D4_D_17 - Details
D4_C_01 - The basics of camera settings
D4_C_02 - Using the lens features artistically
D4_C_03 - Integrating Pulze into our workflow : introduction
D4_C_04 - Using Scene Manager for framing and managing props
D4_C_05 - Integrating ITOOSOFT into our workflow : introduction
D4_C_06 - Large scene, from big picture to small details with Railclone
D4_C_08 - Building flexible biomes with ForestPack
D4_C_12 - Decision checkpoints: broad to fine focus
D4_C_13 - Theory to practice
D4_C_14 - Wrapping up Diamond 4
D4 - Resources

Diamond 5 : Light

Lighting makes or breaks the shot. Light is the invisible hand that shapes everything. It defines depth, guides attention, creates mood before a single material even registers.

I cover light and shadow equally, photography setups, natural vs artificial light, atmospherics, texture legibility, smart material libraries, light matching, and AI-generated custom skies.

D5_D_01 - Opening Diamond 5
D5_D_02 - The weight of light
D5_D_03 - In the darkness of shadows
D5_D_04 - Peculiarities of rendering
D5_D_05 - The typical photography setup
D5_D_06 - Don't forget your keys
D5_D_07 - The impact of light orientation and position
D5_D_08 - Artificial light
D5_D_09 - Atmospherics
D5_D_10 - Sky
D5_D_11 - Artifacts
D5_D_12 - Basics of material properties
D5_D_13 - Textures legibility
D5_D_14 - Typologies of light and atmospheres: direct light
D5_D_15 - Typologies of light and atmospheres: indirect light
D5_D_16 - Light sequencing and scene gaze penetration
D5_C_01 - Texturing and how to build an easy-to-use material library
D5_C_02 - Automate the texturing process with a script
D5_C_03 - Light matching in compositing
D5_C_04 - A deep dive in building a complex indoor light setup
D5_C_05 - A deep dive in building a complex outdoor light setup
D5_C_07 - God rays, all the ways
D5_C_09 - Subtractive and additive lighting strategies
D5_C_10 - Pulze, lighting presentation
D5_C_11 - Automating your lighting research
D5_C_12 - Decision checkpoints: broad to fine focus
D5_C_13 - Theory to practice
D5_C_14 - Wrapping up Diamond 5
D5 - Resources

Diamond 6 : Color

Color is the final core component of composition. Not because it's less important, but because it's the last thing you adjust. Get it wrong and it ruins the equilibrium. Get it right and everything clicks.

I start by imagining a world without color, explore Itten's framework, map color styles, then reverse-engineer palettes, build cohesive schemes, and leverage AI for seasonal variations.

D6_D_01 - Opening Diamond 6
D6_D_02 - A world without color
D6_D_03 - Basic terminology
D6_D_04 - Color in attention and identification
D6_D_05 - Colors' inherent dynamics
D6_D_06 - The power of colors
D6_D_07 - Impression : color contrasts
D6_D_08 - Construction : symbolism
D6_D_09 - Expression : emotion and temperature
D6_D_10 - Color styles
D6_D_11 - Atmosphere : time of the day
D6_D_12 - Atmosphere : types of weather
D6_D_13 - Atmosphere : types of weather
D6_D_14 - Artificial light
D6_C_01 - Some analysis tools
D6_C_02 - Vibrance and saturation
D6_C_03 - How palettes work
D6_C_04 - Greys and neutrals
D6_C_05 - Building your color palette : dealing with existing colors
D6_C_06 - Building your color palette : how to choose colors
D6_C_07 - Building your color palette : manipulating existing colors
D6_C_08 - Building your color palette : finetuning the palette
D6_C_09 - Undertones
D6_C_12 - Photoshop basics of masking for color adjustments
D6_C_13 - Decision checkpoints : broad to fine focus
D6_C_14 - Theory to practice
D6_C_15 - Wrapping up Diamond 6
D6 - Resources

Diamond 7 : Creativity I/O

Good ideas don't just fall on you. Creativity isn't talent you either have or don't. It's a skill you can nurture through mindful observation, experimentation, and questioning the status quo.

I explore where creative thinking comes from, the two essential tools (references and the repertoire), the Learning From The Masters series, and practical strategies for developing your personal style.

D7_D_01 - Opening Diamond 7
D7_D_02 - The roots of creativity
D7_D_03 - The creativity paradox
D7_D_04 - Some thoughts on AI in archviz
D7_D_05 - The maverick as a disruptor
D7_D_06 - Understanding references
D7_D_07 - Deconstructing references
D7_D_08 - Understanding the repertoire
D7_D_09 - Systemization and creativity
D7_D_10 - Learning from the masters : the concept
D7_D_11 - Learning from the masters : paintings
D7_D_12 - Learning from the masters : renderings
D7_D_13 - Learning from the masters : photographs
D7_C_01 - Seeing creatively
D7_C_02 - How to build your references library
D7_C_03 - The creativity paradox
D7_C_04 - Is there such a thing as a bad reference?
D7_C_05 - How to build your repertoire
D7_C_06 - Clustering projects
D7_C_07 - Meshing and building your own style
D7_C_08 - Making your own teardown : a methodology
D7_C_09 - Yearly review of portfolio
D7_C_10 - Personal projects and experimentation
D7_C_11 - Where to go for quality resources, and learn more
D7_C_12 - Theory to practice
D7_C_13 - Wrapping up Diamond 7
D7 - Resources

Diamond 8 : Career development

"Just make great work and clients will come." That advice is wrong. Talent without business sense is a recipe for failure. Your skills are only half the equation.

From 10 hard-earned lessons to pricing strategies, contracts, client management, cash flow, productivity, and running a one-person studio. This diamond turns artists into professionals.

D8_D_01 - Opening Diamond 8
D8_D_02 - 10 things I wish I did properly when I started
D8_D_03 - Understanding yourself
D8_D_04 - Should I go inhouse or freelance?
D8_D_05 - Ethics in archviz
D8_D_06 - Choosing your clients
D8_D_07 - My client lost their competition, is it my fault?
D8_D_08 - Each new client is a new blank slate for you
D8_D_09 - Setting up a good business relationship
D8_D_10 - The anatomy of a good contract
D8_D_11 - Sacro saint productivity
D8_D_12 - Foundations of pricing for archviz - Pricing in archviz #pricing
D8_D_12 - Foundations of pricing for archviz - Where does the price of an image come from? #pricing
D8_D_12 - Foundations of pricing for archviz - Mistaking expenses, cost, and price #pricing
D8_D_12 - Foundations of pricing for archviz - Pricing psychology and value perception #pricing
D8_D_12 - Foundations of pricing for archviz - What method of pricing for archviz #pricing
D8_D_13 - Setting and adjusting your rates - Should you always charge the same price for your images? #pricing
D8_D_13 - Setting and adjusting your rates - What to charge #pricing
D8_D_13 - Setting and adjusting your rates - How to make more money #pricing
D8_D_13 - Setting and adjusting your rates - When should you work for free or give discounts? #pricing
D8_D_13 - Setting and adjusting your rates - The domino effect #pricing
D8_D_13 - Setting and adjusting your rates - Differentiation and positioning in pricing #pricing
D8_D_13 - Setting and adjusting your rates - Price testing and adjustment strategies #pricing
D8_D_14 - Presenting and negotiating proposals - How to qualify a lead #pricing
D8_D_14 - Presenting and negotiating proposals - Handling typical negotiations tactics #pricing
D8_D_14 - Presenting and negotiating proposals - Why you shouldn't discuss your pricing live #pricing
D8_D_14 - Presenting and negotiating proposals - Handling scope changes & revisions #pricing
D8_D_15 - Advanced pricing strategies - Upsells without being needy #pricing
D8_D_15 - Advanced pricing strategies - Pricing animation without shooting yourself in the foot #pricing
D8_D_16 - Real-world application - Horoma pricing breakdown #pricing
D8_D_16 - Real-world application - Do's and don'ts : a general recap #pricing
D8_D_17 - Choosing your contracts
D8_D_18 - Typical soft skills requirements
D8_C_01 - Cash management
D8_C_02 - The perfect toolkit
D8_C_03 - Addressing the hardware obsession
D8_C_04 - A practical folder structure for your studio and your projects
D8_C_05 - Time management & routine
D8_C_06 - Scheduling projects
D8_C_07 - How did it go? Reviewing a contract when finished
D8_C_08 - Going the extra mile, and extra buck
D8_C_09 - Yearly data and yearly review
D8_C_10 - Presentation templates
D8_C_11 - Theory to practice
D8_C_12 - Wrapping up Diamond 8
D8 - Resources

Diamond 9 : Process - New version of D9 + AI modules drop week 22 2026

The complete production pipeline, from brief to final delivery. Open source tools, AI integration, and workflows that scale without compromising quality.

A full project walkthrough: ideation with AI, 2D/3D exploration, moodboarding, reference interpretation, scene debugging, culling, contact sheets, postprocessing automation, and final delivery.

D9_D_01 - Opening Diamond 9
D9_D_02 - Why go open source and local
D9_D_03 - Typical project steps and timeline
D9_D_04 - Ideate & evaluate : exploring the brief
D9_D_05 - Ideate & evaluate : exploring the brief with an AI copilot
D9_D_06 - Ideate & evaluate : exploring in 2D
D9_D_07 - Ideate & evaluate : exploring in 2D with an AI copilot
D9_D_08 - Assessing what to do in 2D vs 3D vs AI
D9_D_09 - What should your 3D base look like for the first round?
D9_D_10 - Ideate & evaluate : exploring in 3D
D9_D_11 - Translating the brief with the repertoire
D9_D_12 - Interpreting references that fit the brief
D9_D_13 - Creating your own references with AI
D9_D_14 - Meshing ideas by moodboarding
D9_D_15 - Expand & evaluate
D9_D_16 - Debugging your scene
D9_D_17 - Outputting research
D9_D_18 - Pre-cull
D9_D_19 - Subtle to transformative variations with AI
D9_C_01 - Contact sheet
D9_C_02 - Culling
D9_C_03 - Identifying the right sequence
D9_C_04 - Identify your keepers
D9_C_05 - Double checking final selection with AI feedback
D9_C_06 - Moodboard update
D9_C_07 - Refining your keepers
D9_C_08 - Automating your postprocessing files creation
D9_C_09 - Starting your Photoshop files in a single click
D9_C_10 - The fundamentals of postproduction for your first round sketches
D9_C_11 - Upscaling and enhancing your first sketch with AI
D9_C_12 - What should your early sketches look like?
D9_C_13 - Presenting your work to the client
D9_C_14 - Dealing with objections
D9_C_15 - Iterating & detailing : how to integrate feedback
D9_C_16 - Iterating & detailing : how to add details to a scene
D9_C_17 - Final refining and checks
D9_C_18 - The good enough image, excellence and perfection
D9_C_19 - Final touchpoints : delivering the images
D9_C_20 - What's next?
D9_C_21 - Customizing, optimizing and automating your own workflow
D9_C_22 - Theory to practice
D9_C_23 - Wrapping up Diamond 9
D9 - Resources

Conclusion to From The Ground Up - New version of D10 drops week 22 2026


This is it. You made it!

In this conclusion, I'll recap some of the most fundamental takeaways I think you should have in mind from this course, as well as give you some pointers on what to do next to implement all this new knowledge into your current workflow and practice.  

Congratulations :)

D10_01 - Now you're up there

Appendix



In this appendix part you'll find all the downloadable content : cheatsheets, checklists and what you need for the workshop.
The Workshop
Discounts & coupons codes with Horoma School partners
Dynamic Symmetry Grids.zip
Presentation templates
Contract, invoice and quote templates
Checklists pdf to check every step of your process when working on a commission
Horoma From The Ground Up Package (Process Diamond 9) - V1.1 December 2023
Inspirations : common sources I go to to get inspired
Resources : common websites where to find assets, knowledge, and other useful stuff for your practice