Innovative Thinking: MA/FX Visualization – Where Designs Come to Life


MA/FX is an in-house Visualization studio producing four levels of media services for use in sharing information at public meetings; in marketing materials and proposals; as well as supporting applications such as construction, inspections, asset management, and others.

Our toolbox includes Microstation V8i, LumenRT, SketchUp, GoogleEarth, Adobe After Effects, Adobe Premiere, Adobe Photoshop, Adobe Illustrator, Revit, Scene, and AutoCAD Recap.

We offer extremely high-end 3D models and animations at a very affordable cost, all while maintaining engineering integrity relating to road and grading dimensions, lane striping, etc.

There are four levels of service:

  • Level A – Virtual & Interactive Models (3D)
  • Level B – Rendering / Animation (3D)
  • Level C – Photo Compositing (2D or 3D)
  • Level D – Photo / Video Capture / HD Scan

MA/FX Overview


Level A services provide the highest level of interactivity in a 3D environment via use of Augmented Reality (AR) or Virtual Reality (VR). The viewer is fully immersed in the 3D world and can navigate at will as they “walk” through the environment to explore on their own terms.













Level B services provide 3D animations of infrastructure environments to contrast existing conditions against proposed change conditions. Use of this level allows you to gain a realistic view into what to expect with changes to main roads, side roads, traffic flows, and structures.

Animations can be fly-overs of roads and structures from a bird’s eye view, street level views of traffic passing through a particular area, or  “behind the wheel” where you are in the vehicle traveling down the road, or a combination of all three.

This is the most dynamic solution we offer containing moving vehicles, traffic flows, interaction with people crossing traffic, weather conditions, and day/night views. Also, Level B (static 3D images) can be rendered from Level A or B animations.




Level C services provide “before and after” still imagery of your project where 3D objects are built and incorporated into the still image. An example would be a highway that is to have a bridge built onto it as seen in the before and after pictures to the right. The result is an incredibly accurate and realistic image showing the proposed bridge’s position on the highway, its height, width, traffic flow, etc.



Level D services provide capturing of environments via photos, video or HD Scans. Our high-speed FARO Focus 3D X 330 laser scanner can provide detailed measurement and documentation to produce incredibly detailed three-dimensional images of complex environments and geometries in only a few minutes that can be animated if desired. The resulting image is an assembly of millions of 3D measurement points that provide an exact digital reproduction of existing conditions. These points can be animated to create a fly-through of a building, going from room-to-room to document contents or construction phases.

Level A service example

NCDOT U-0071 Durham East End Connector 360 VR Panoramic View. Click the animation to enable 360 degree navigation with your mouse regardless  whether the animation is moving or paused.


Level B service example

NCDOT B-3458 Graham County Bridge Replacement, NCDOT Division 14


Level C service example

  • B-3458 Graham County Bridge Widening


Level D service example

41st Street, Wilmington, NC Fly-Through Animation


MA/FX Staff

Edward WilliamsKevin "Chip" HutchensJeffrey Hutchens