Building a Freelance Career in 3D Art
From Anchor Pricing to Pre-Screening Clients: 7 Key Tips for Freelancers
A few weeks ago, I wrote an article about the importance of niching down as a freelance 3D artist. I discussed how crucial it is to identify your audience and productize your services so that clients actively seek you out for your specific skills.
After that article was written, I sat down with Connor Henkle for an AMA session inside The 3D Artist Community. Connor is a brilliant motion graphics artist who’s carved out a niche creating content for sports stadiums.
In this article, I want to share more of Connor’s advice and dive a bit deeper into some actionable advice for freelancers in today’s challenging job market.
1. Ask for 50% Upfront
This is one of the most basic rules for freelancers, yet many artists still fall victim to clients who vanish without paying. After hearing countless stories, I can’t stress this enough: always ask for 50% of your payment upfront. Whether working on a small project or an extensive campaign, securing partial payment before you begin ensures you’re compensated for your time and effort. Trust me—don’t wait to learn this lesson the hard way.
2. Leverage Social Media—Let Your Work Speak
As a freelancer, one of your biggest advantages over artists at larger companies is the freedom to share your process openly. Connor emphasized how important it is to use social media to your advantage, letting your work do the talking. Post behind-the-scenes clips, breakdowns, timelines, and progress updates. Share anything from your Blender scenes to your Substance Designer Node Graphs to your Cinema4D playblasts. Your audience will appreciate being part of the journey, and it’s an excellent way to build trust and credibility with potential clients.
3. Pre-Screen Clients with a Contact Form
Connor uses a clever strategy to filter out clients who aren’t a good fit—his website’s inquiries form. This approach can save you time and effort by ensuring that only the right kind of clients make it to you.
Here’s how Connor does it. His niche is motion graphics for large sports venues, so his contact form is designed to filter out anyone who doesn’t fit that category. For example, the form asks potential clients which sports league they’re part of. This means if someone outside of his niche tries to reach out, they immediately realize he’s not the right fit for them. This is an important way to manage the kind of projects that come across your desk—Connor has honed his niche, and he wants to work exclusively within it. He knows that sticking to a focused, specialized field will bring in more valuable work.
In addition to filtering clients by industry, Connor includes details about pricing right at the top of his inquiries form. “Current minimum level of engagement: $8k.” This is a brilliant way to avoid awkward conversations later. If a potential client’s budget is too low, they’ll know upfront that working with Connor may not be possible. This helps avoid wasted time on both sides and ensures you only end up discussing projects with clients who can afford your services.
Another crucial part of Connor’s approach is transparency about sharing work publicly. He makes it clear in the contact form that anything he creates will be shared on his social media. For Connor, this is non-negotiable. If a client doesn’t agree to this, they won’t be working with him. This ensures he can continue building his brand by sharing his best work while also filtering out clients who might restrict him from promoting his work publicly.
The real genius of Connor’s contact form is that it pre-screens clients on multiple levels—industry, budget, and willingness to share content. This helps him avoid the temptation of saying yes to projects that don’t align with his goals, and allows him to focus on what really matters: creating high-quality work for clients who fit his niche. This strategy is potent for freelancers who want to protect their time and avoid taking on projects that don’t match their long-term objectives.
Adopting a similar strategy as a freelance 3D artist can have the same benefits. You can design your contact form to focus on specific industries, budget ranges, or even project timelines. By setting these boundaries from the start, you’ll ensure that you’re only spending time on clients who fit your business model, and you’ll reduce the chances of being pulled away from the work that truly excites you.
4. Use Anchor Pricing
Anchor pricing is a great tool for freelancers. Connor’s method involves offering clients three pricing tiers: a basic option, a standard option, and a premium, higher-priced option that includes additional features. For example, if a client wants motion graphics for a sports team, Connor offers a higher-priced option that includes alternative color schemes or additional branding assets. This approach helps clients see the value in spending a bit more, making the middle option—the one you probably want them to choose—feel like a reasonable deal in comparison.
5. Ditch PowerPoint: Use Miro or Milanote for Presentations
Instead of relying on PowerPoint slides, which can feel static, I recommend using more dynamic tools like Miro or Milanote for client presentations. These tools allow for a more interactive experience, where you can adjust content in real-time and actively engage clients during meetings.
Plus, these platforms make it easier to collaborate with clients, keeping all project details in one place. The flexibility of moving around the board, adding notes, and getting client feedback in the moment adds energy to the process and ensures alignment from start to finish.
6. YouTube Is Your Best Friend
One of the most daunting aspects of freelancing, especially for 3D artists, is realizing that you’re not just an artist anymore—you’re also running a business. That means tackling challenges like writing contracts, doing taxes, managing client relationships, and setting up invoicing. For many artists, this can feel overwhelming, especially if you’ve spent most of your time focused on developing your craft rather than business management.
Connor Henkle offers a straightforward solution: turn to YouTube. Whether you need a crash course on how to set up your business, figure out how to properly invoice clients, or understand the basics of freelance taxes, YouTube is an incredible resource. The platform is packed with tutorials on nearly every aspect of running a small business, including topics like pricing your services, writing contracts, and managing project timelines.
The real takeaway here isn’t just that the information is out there—it’s the mindset that’s crucial. Connor approaches every challenge with a sense of confidence and discipline. When he doesn’t know how to do something, he looks it up, learns it, and applies it. His point is clear: don’t let a lack of knowledge be an excuse. With the vast amount of free resources available, it’s your responsibility to take charge and educate yourself on the areas where you’re lacking.
For freelance 3D artists, this advice is gold. Whether you're figuring out how to navigate a new software or learning the legalities of writing contracts, YouTube offers answers. But more importantly, it builds confidence. Knowing that you have access to this knowledge helps dissolve the fear of the unknown, allowing you to take on new challenges as they arise.
Freelancing is more than just delivering great creative work—it's about running a sustainable business. And with platforms like YouTube providing step-by-step guidance on nearly any topic, you have all the tools you need to grow your business and take control of your freelance career.
7. Set Realistic Expectations
Freelancing is about freedom and control, not a massive amount of wealth. As a freelancer, you get to choose your projects, set your schedule, and be your boss. But it’s essential to set realistic expectations from the start. Unlike launching a startup, freelancing isn’t designed to generate a colossal payday someday. It’s about pursuing creative fulfillment and independence rather than chasing the highest paycheck.
If you thrive in a structured, corporate environment with steady pay, freelancing may not be for you. But if you value flexibility and the ability to work on your terms, freelancing can be incredibly rewarding. Understanding what freelancing offers will help you build a more satisfying career where the freedom to choose your work outweighs the desire for rapid financial growth.
Having clear expectations is vital to long-term success. Freelancers often trade financial stability for creative control and lifestyle flexibility. Be mindful of your personal goals and make sure that freelancing aligns with the life you want to build.
Conclusion: Focus on Your Niche
As a final note, being a great freelancer boils down to being excellent at what you do. Niching down doesn’t matter unless you have the discipline and focus to master your craft. Connor’s advice is wonderful, but it would not work for him if he didn’t produce stunning, unique visuals.
As Connor Henkle demonstrated with his specialized focus in sports venue graphics, clients seek out experts who stand out in their field. When you focus on being the best at what you do, the right opportunities will find you.
The 3D Artist Community Updates
This week’s AMA is with Nicholas Castillo. Nicholas Castillo is an experienced 3D Technician with 360 VR, AR/VR/XR/MR, MoCap, CAD, Revit, and laser scanning expertise. With a background in Defense and space, he holds a BS in Media Arts and animation and an MS in Management and leadership. He is also skilled in drones and engineering.
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Hello! Michael Tanzillo here. I am the Head of Technical Artists with the Substance 3D Growth team at Adobe. Previously, I was a Senior Artist on animated films at Blue Sky Studios/Disney with credits including three Ice Age movies, two Rios, Peanuts, Ferdinand, Spies in Disguise, and Epic.
In addition to his work as an artist, I am the Co-Author of the book Lighting for Animation: The Visual Art of Storytelling and the Co-Founder of The Academy of Animated Art, an online school that has helped hundreds of artists around the world begin careers in Animation, Visual Effects, and Digital Imaging. I also created The 3D Artist Community on Skool and this newsletter.
www.michaeltanzillo.com
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