The era of great social certainties, of ideologies, of continuous and unstoppable development, of Enlightenment faith in Progress is coming to an end, giving way to a new era of complexity, uncertainty, systematic doubt and relativism which changes the rules of the marketplace for the first time since the end of the war.

The parallel diffusion of new technologies linked to the web has allowed the improvement of consumer awareness which on one hand reinforces their purchasing power and on the other hand presents companies with a potential for dialogue that was difficult to configure in the past. Competent and aware consumers may become partners, but also clients, of companies.

To satisfy these exigencies one group of professionals has developed a transformation, an approach toward the world of new media. This evolution has not only been imposed by the market, but has also seen the creation of an ever-growing number of new professionals who, with an evocative expression, have been defined, “the new creative class”.

In this dynamic scenario a professional figure has been carving out an ever-larger space. We are talking about 3D artisans, a professional that works alone or together with others using 3D programs to reproduce high-quality realistic photographic images of merchandise yet to be produced, shortening the productive processes and improving the competitiveness of companies.

These “renderari”, thusly nicknamed as a result of their final process which is commonly called “Rendering”, possess elevated technical knowledge and work almost at a custom-tailored level, often applying the concept of specialised measurements, given that there is no industrial form of production of these digital photographs.

The digital artisan label is also justified by the consideration that very often in this field knowledge is achieved by experimentation, learning by doing, and through the exchange of experience in various web forums to obtain better and better results in terms of the final product.

"The difficulty lies not so much in developing new ideas as in escaping from the old ones" (J.M. Keynes)