BIM vs “Hollywood BIM”

Isn’t there something mesmerizing about a spinning top?

The way it just keeps going around and around and around…

Unfortunately some teams also just spin a 3D model around and around on the screen – also just to mesmerize.

This is one part of “Hollywood BIM” (a subset of Evil BIM 😉).

Sadly “Hollywood-BIM” is in full force during some design and construction bidding processes…

The “traditional owner pitch” used to be:

1️⃣ Here’s our brilliant design/construction team (that probably won’t be on your project 😅)

2️⃣ Here are similar projects we have designed/constructed

3️⃣ Hire Us?

But with BIM we now see:

1️⃣ Here’s our Hollywood BIM Movie Trailer

2️⃣ Here’s our BIM guy

3️⃣ When do we start?

Sad thing is …it worked – Now What?!?

As a result teams struggled to deliver on expectations usually without a clear plan of what had been sold.

Also at the same time the teams who were not awarded projects started to realize their “deficiency” and began commissioning and spinning their own models in front of owners.

Then it became a battle of the D’s:

Oh, you only do “3D” – well, we do “4D”!

Yes, next up was the “4D BIM” movie…. you probably know how this one goes 😉

It’s time for our industry to focus on attaining true value from BIM!

“Eye-candie alone should not be enough to win critical design and construction projects” – SAID a diligent Project Manager

The good news is that we are starting to see a shift from Architects and Contractors in our industry.

We are now seeing design and construction teams start to differentiate themselves from their competition by proving how they are able to better plan, manage and control BIM on projects for the benefit of the owner and also the project team themselves.

They are describing exactly which BIM Uses the team is planning, what BIM they need to get there, how they will achieve the benefits

….and how the owner’s life going to be better on this project as a result!