Pre-visualisation (or pre-vis) is the process of creating a scaled 3D model or scene—complete with textures, lighting, and sometimes animation—to bring a concept, event, or product to life before it exists in reality. It can be used for live events, architectural builds, product launches, or pitches to win new work. Pre-vis may incorporate motion capture, 3D simulations such as plant growth, water or fire, and even immersive technologies like Virtual Reality (VR) or Augmented Reality (AR). Ultimately, it provides clients with a clear, tangible vision of a proposal before it is realised.