Taylor James create galloping Pegasus for the new “world’s fastest phone”
Taylor James unveils the iconic 3D image of a Pegasus created from thousands of tiny computer generated models of the latest mobile phone revealed by global telecom provider; Huawei. The campaign reached customers all over the world last week at the industry’s largest annual global event; Mobile World Congress 2012 in Barcelona.
Taylor James, Creative production studio based in London and New York, were approached to create this stunning design of a powerful, fantastical horse to look as though it was made out of thousands of phones, for the huge launch of the new generation of smartphone by Huawei. Another strong piece of design imagery for the studio following the recent success of the beautiful CGI design work designed for the Sunday Times anniversary cover, Taylor James is increasingly recognised for their multi-platform capabilities for advertising campaigns.
The symbolic winged horse is famed for representing speed and freedom which is why Huawei chose it as the central theme for the launch of the new phone ‘Ascend’, the “world’s fastest phone”. Each phone was built by Taylor James entirely in CGI (computer generated imagery), astonishing consumers and figures in advertising agencies all over the world as they observed the photo-realistic images at the Mobile World Congress last week.
So how did they do it?
Luckily Taylor James have produced numerous jobs where something large is made up of many small items, so they have the procedures and processes designed to help speed up this type of production. The client had a clear direction for the pose and camera position of the Pegasus, so this was matched quickly meaning more time could be spent in the intricate process of mirroring the exact phone model and then placing these phones across the body and wings of the Pegasus.
Dave Wortley, Lead Technical CGI Artist at Taylor James, says “The placement was extremely important, to help emphasize the shape and form of the body, and design a complex wing structure which felt light yet solid. A combination of in-house tools as well as manual placing and adjustment was used to ensure there were no phones overlapping or interpenetrating which turned into quite a bit of a jigsaw puzzle!”
Lighting was the next challenge, but was achieved by creating a complex rig involving curved lights and retouch painting in extra lighting and reflection where necessary.
Video Demonstration
Joanne Carter
Joanne Carter is a British photography journalist, editor, curator, and the founder of *TheAppWhisperer.com*, one of the world’s leading platforms dedicated to mobile photography and art. Since its launch in 2009, TheAppWhisperer has become an international hub for artists of all levels to discover, learn, exhibit, and engage with contemporary photographic practice.Built on principles of inclusivity, accessibility, and artistic excellence, Joanne has spent almost two decades championing mobile photography as a serious artistic medium. Through interviews, critical essays, exhibitions, competitions, and education, she has helped shape and document the evolution of mobile art on a global scale.Her work has taken her internationally, lecturing on photography and mobile art at institutions and events including the Museum of Art in Seoul, South Korea, alongside appearances in the UK and Europe. She has served as a juror for international photography and mobile art awards across Portugal, Canada, the United States, South Korea, Italy, and the UK.Joanne is also the founder of *TheAppWhispererPrintSales.com*, one of the first online galleries dedicated exclusively to collectible mobile art, connecting artists with collectors across Europe, the United States, and Asia.Before founding TheAppWhisperer, Joanne worked extensively in print journalism and photographic publishing, including roles at a paparazzi photo agency and as deputy editor of a leading photography magazine. Her freelance journalism, criticism, and commentary have been published widely in both the UK and the US, with bylines in *The Times*, *The Sunday Times*, *The Guardian*, *Popular Photography*, *NikonPro*, *DPReview*, *Which?*, *Vogue Italia*, *LensCulture*, the *BBC*, and more recently, the *Financial Times*, where her published letters on photography continue to contribute to wider conversations around the medium.Alongside her editorial and curatorial work, Joanne’s own photographic practice has been exhibited internationally across the UK, Europe, South Korea, and the United States. Her work increasingly explores themes of grief, loss, death, memory, and the body.Her current research interests centre on grief, death, and poverty, with forthcoming postgraduate study leading towards doctoral research in these areas.Joanne is currently developing new long-form writing and photographic projects and is available for commissions, editorial projects, speaking engagements, and collaborations.Contact: joannetheappwhisperer@gmail.com)
