Integrated / Urban Angels

Urban Angels main image
Live Action25%
CGI35%
Photo10%
Post30%
  • Urban Angels image 1
  • Urban Angels image 2
  • Urban Angels image 3
  • Urban Angels image 4

Our winter 2012-13 integrated campaign is an interactive treat created by our London Studio especially for you. Seamlessly blending our own live-action, photography, CGI and creative retouching, to offer a truly magical experience.
Created  by our team concept to dazzling Cinemagraph, the multiple assets to run across print, interactive and digital. Cinemagraphs are rising in popularity as a way of adding elements of repeated motion to a ‘photograph’, allowing the viewer to be immersed into a moment, whilst maintaining manageable file sizes necessitated by many digital advertising platforms. This method can bring subtle life to imagery and be a cornerstone of truly integrated marketing.
You can explore the depth and detail of the high-quality 8,000 pixel wide still image by clicking on the second play icon above.

Credits

  • Photography | Taylor James & Thompson&Hayes

  • Creative Direction | Ed Taylor - Taylor James

  • CGI & Post | Taylor James

  • Model | Karina Diglyte - BMA Models

Extras

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'Behind the scenes'

BRIEF

The TJ team love to throw their creative and technical hands at a TJ campaign each season, and for Winter 2012-13 we’ve added a little sparkle with a fully-integrated production, combining print, interactive and a sassy cinemagraph. Conceived and produced entirely from our London studio, we’d like to take you on a tour of the multi-discipled process…

Creative Lead, Ed Taylor, describes the initial concept “Our goal was to capture the magical feeling of fresh snow tumbling silently to earth in the dead of night as the last festive partygoers make their way home. Our urban angel character brings glamour and theatrical charm, her flowing cloak in striking contrast to the Georgian Terrace in the background. She’s riding, of course, a brightly coloured single-speed bike, as currently found tied to every lamppost here in London’s creative and technical hub, Shoreditch.”

PRODUCTION

The campaign demonstrates the breadth of TJ’s capabilities, having been conceived and realised entirely in-house … and in its execution illustrates all that we do: Photography and live-action (our model, Karina, shot in our studio), 3D Computer graphics (the environment of a London Georgian terrace and the flowing scarf) and creative retouching…where  the image is refined and balanced and additional detail and grading are added.

RESULTS

The final result encompasses an 8,000 pixel image for press and greetings cards, which can be explored in great detail interactively on our website, plus two cinemagraphs to exemplify the beauty that can come from elements of isolated motion.
Urban Angels behind the scenes image 1
Urban Angels behind the scenes image 2
Concept art
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Costume designs
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Photo references for the environment
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Modelling
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Tectures and mapping
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Cloth simulation
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Explore poses for our character
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Selecting wardrobe for our angel
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Pre-shoot day with hair and make-up
Timelapse from the shoot
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Explored a number of different costume styles.
Urban Angels behind the scenes image 13
Fishing for angels