A nearly-life-sized, faceted white paper horse bursting out of a wall in an urban setting can’t fail to grab your attention. Bolder and more dynamic than a two-dimensional poster, this 3D papercraft project by Xavier Barrade from the design firm FOAM promotes the song ‘Horses’ by UK-based band Dry the River.

The horses were created in Google Sketchup, then printed, folded and assembled by hand. Each one took about 35 hours to complete. Watch the whole process, from printing to the public’s reaction, in this mesmerizing video.

In cities, where signs and advertisements covering virtually every surface compete for the eyeballs of passersby, posters can be easy to overlook. This installation project doesn’t just draw in curious onlookers, it breaks up the monotony of daily life for pedestrians and integrates some much-needed art into the urban landscape.