On May 22nd, Huawei held the "2024 Huawei Imaging Brand Night" event at the Shanghai Oil Tank Art Center. Huawei Terminal BG CEO He Gang, Huawei Terminal BG CTO Li Xiaolong, Vice Chairman of the Ninth China Photographers Association Chen Xiaobo, film cinematographer and Vice President of the China Society of Cinematographers Zhao Xiaoding, and other guests gathered to discuss the future development of mobile imaging. During the event, Huawei unveiled its next decade plan in the field of mobile imaging - the Huawei Imaging XMAGE Co-Creation Plan.
Huawei Terminal BG CEO He Gang stated: "Compared to the nearly 200-year history of photography, mobile imaging represented by smartphones is still in its early stages of development. As explorers and leaders in this field, Huawei Imaging XMAGE invites you to join us in shaping the future of imaging and witnessing the power of images!"
Huawei's XMAGE Imaging: Unique Advantages from Technology to Style
Since its launch in 2022, Huawei's XMAGE imaging, with "opto-electro-mechanical algorithms" as its technical foundation, has shaped an image style that is rich in realism, freshness, transparency, and vitality. With ultimate imaging technology and experience, it sparks consumers' imagination, creativity, and appreciation, allowing mobile imaging not only to capture the present moment but also to present the creator's thoughts and emotions, conveying a visual power that goes beyond the surface.
XMAGE, with industry-leading technologies such as large aperture ultra-long focal length, variable aperture, and super-large aperture, continues to reach new heights in the mobile imaging industry. In April of this year, the Huawei Pura 70 series, as the pinnacle of Huawei's imaging, was launched as a pioneer, winning wide acclaim from the media, professional organizations, and consumers for its powerful features like fast capture, long-focus macro, and lifelike portraits.
In addition, the event also showcased selected works from the "Warmth of the World" XMAGE global tour, which grandly opened in Dubai two weeks ago. These visual works were curated from over 4 million photos taken by Huawei smartphone users across 170 countries and regions. Through different perspectives and styles, they interpret the perfect fusion of technology and art, presenting guests with a visual feast and conveying the power of warmth.
Creating a New Era of Mobile Imaging Together
At the Brand Night event, the "Huawei Imaging XMAGE Co-Creation Program" was officially launched, aiming to continuously drive the development of mobile imaging through technological innovation and cultural development. On one hand, Huawei will invite industry experts, authoritative institutions, and creators to serve as "Huawei Imaging Consultants," collaborating deeply with the XMAGE R&D team. On the other hand, Huawei will continue to invest in the cultural development of mobile imaging, organizing global competitions and exhibitions, regularly releasing mobile imaging trend reports, and promoting image culture through activities like photography, roundtable discussions, and masterclasses, encouraging more users to engage with imaging in the long term. He Gang stated, "By harnessing the power of technology and art to drive innovation, we hope to make XMAGE a recognizable symbol of imaging at a glance!"
Bruce Lee discussed the future development of XMAGE at the event, unveiling the "Top Ten Imaging Trends": miniaturization of imaging systems; perfect integration of capturing and clarity; breaking the quality boundaries of low-light and telephoto shots; what you see is what you get; immersive dynamic imaging; exclusive imaging styles; personalized content creation platform based on HarmonyOS; imaging creation empowered by AI and large models; multi-camera multi-modal; edge-cloud collaboration. He stated, "Looking ahead, XMAGE will combine software, hardware, and cloud to build future imaging capabilities based on these ten trends."
During the event, leading figures from the cultural and artistic circles, top photographers, and creator representatives shared their profound insights into the development of mobile imagery.
Chen Xiaobo stated: "Over the past decade, I have witnessed photographers using Huawei smartphones continuously pushing the boundaries with the support of technology, allowing rare sights, traces, and deep-seated emotions to be revealed before us."
Zhao Xiaoding shared the story of capturing "instant aesthetics" using a Huawei smartphone on the scene. He mentioned that the phone was an essential tool for him in location scouting and film shooting during the pre-production of movies. In the TV series "North by Northeast" that he collaborated on with Feng Xiaogang, he used the Huawei Mate 30 RS Porsche Design to take portraits through frosted glass. The resulting images had a unique three-dimensional quality to the facial features, including some highlighted areas, presenting a special sense of depth and atmosphere. This photo also won an award in a photo collection event by an American cinematographer magazine at that time.
Zhao Xiaoding expressed that the ultra-high-speed burst shooting feature of the Huawei Pura 70 Ultra this time has given him a great surprise, even capturing the hair and expressions revealing a sense of power of dancers in rapid motion. The upgrade in technology is bringing back the "aesthetic of the moment" to the public and to life, allowing more people to capture their own moments of aesthetic beauty and even create film works.
As a pioneer and promoter of global mobile imaging, Huawei has spent over a decade deeply cultivating and accumulating, continuously iterating and leaping in technological innovation, expanding the boundaries of mobile imaging, and in cultural development, actively promoting global dissemination of mobile imaging through ongoing global exhibitions, competitions, community activities, and other means, empowering the continuous transformation of the mobile imaging industry.
Looking ahead to the next decade, Huawei will continue to build a "warm brand," integrating the power of technology and art, leading the prosperity and progress of the mobile imaging industry, and ushering in a new era of imaging.
