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Started using sketchup more seriously these past 2 weeks and already I'm able to do some pretty impressive stuff (at least to me).
We did an interview with Rob a few months ago, you can see some more of what he does with SketchUp. His main use is massing and working out different concepts before moving on to more advanced stages...Interview
We also did an interview with Ken Nguyen a professional designer and conceptual artist. He uses his modeling and SketchUp art in online gaming...Ken's Interview