Brief

Taylor James was commissioned by advertising agency GlobalHue to create the 3D animated TV adverts for long-term client Bermuda Tourism. The initial concept was generated by the US-based agency after seeing the work previously done by Taylor James for Tourism Ireland, which applied some of the same technical elements involved in creating a series of 3D maps.

Background

The campaign, which is currently being broadcast in the US, features both the use of Computer Generated Imagery (CGI) and live action shots, in order to create the 30 second fly-around advert of the island, titled “Beach and Caves”. The recent project marks a crucial milestone in Taylor James’s long-established career, who is also celebrating its 10th year later this month. The creative studio has generated photo-realistic work for iconic brands worldwide.

Research and Development

GlobalHue wanted to create a map detailing the different recreational attractions and landmarks of the island. Taylor James’ Managing Director, Glen Taylor was on the shoot. Having previously directed CGI animation Taylor recently made the transition into live action. Prior to the Bermuda project, having worked with 3D maps, Taylor James found that using CGI is the only process that you can create completely consistent maps of a larger scale, whilst maintaining the amount of flexibility and detail required.

...CGI is the only process that you can create completely consistent maps of a larger scale, whilst maintaining the amount of flexibility and detail required.

This project signaled the next step for the company following on from the success of other high profile CGI projects. Having previously worked with live action projects that were generated completely by CGI this project varied slightly and would require the use of a live action sequence. Taylor took the initial concept one step further, proposing one continuous camera-move over the island that would then, in real-time focus on the individuals enjoying different activities.

Glen Taylor said: “Taking on the project was a very exciting time for the whole team. I have bags of confidence in our teams’ skills and had every confidence that the CGI portion would work so it was an important focus for me as the Director, to get the live action right.”

Head of CGI and the Technical Director (TD) on set was Siear Wiazy, with 10 years broadcast experience, he found the project a welcome change from entirely CG produced work.

“Creating realistic CGI is very difficult, we had pushed the boundaries with Tourism Ireland but Bermuda required a higher level or realism. This project also held the challenge for me having never directed a full live action sequence before. With a wealth of advertising photography experience the task wasn’t as daunting as you’d think. Most rules simply transfer into live-action and actually work to your advantage as your attention to detail is enormous.”