I would like to share here some of the process. Searching for the camera view is my favorite stage especially when the aesthetic of the building is minimalistic and eye-catchable. I like to walk inside the scene very fastly trying different camera angles (with different field of views) so I won’t spend a lot of time setting up one camera.
When I opened the model at the first time I saw the well and I thought it might an intersting shot if I put the camera inside and target the camera on the building. I have tried it immediately and I liked the result so much that I even haven’t tried the other camera angles in this case. After playing a bit with the camera I started applying some basic materials (as I believe that I won’t get a true result with clay model) so I can get some colors to play with a composition. When I have the camera and basic materials I can go ahead to setup the lighting (the main thing I think). This stage is the most delicate, sometimes you need a lot of time to decide which lighting scheme is matching the best. I often use the daylight system in 3ds max as it is a great tool that allows me to test different (and physically correct) lights very fastly.
The tricky part here is the corten material. To set it up correctly you can spend too much time. I like to make things simple rather then overcomplicated. So I just prepared a pack of different corten textures and used them as tiles with multitexture.
While the whole process I try to use a lot of references as it saves a lot of time. That is it at the moment.

Cheers