Asbtract: Rapid rotation is common among massive stars, and can play a crucial roll in massive star evolution.  A key aspect of rapid rotation is a deviation from spherical symmetry, which in turn leads to non-uniform surface gravity and surface temperature distributions across the surface of rapidly rotating stars.  Similar effects can be seen in close binary systems who are filling or close to filling their Roche lobes. Unfortunately however, these 3D effects are often neglected in spectroscopic analyses of non-spherical massive systems.  This is problematic as these 3D effects can lead to vastly different observed parameters depending on the inclination of the object in question.  For example, a critically rotating massive star can appear thousands of kelvin cooler when viewed at an inclination of 90 degrees than when viewed at an inclination of 0 degrees. In this talk, I will present a new method to account for these geometrical effects. I will demonstrate the different ways in which the three dimensional effects of rapid rotation and Roche distortions can manifest themselves in observed spectra, and quantify these effects at different rotation rates and inclinations.  Furthermore, I will show that each of the theoretical effects discussed can be observed in known massive star systems. Finally, I will discuss how these effects fit in to our larger understanding of the evolution of massive stars.