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• BIG PROJECT

  2008-11-13 1:36PM / 標準BLOG / 會員可以看
  

  

  Again, was enjoying the making of the Toshiba Time sculpture adver. This is a USD$4.7 million's project. Involved 200-camcorders. 2.5 million individual rename's frame. 20,000 Giga bytes material, video data requiring 336 hours of processing.

  According to research results, it says, Toshiba has launched a special effect-laden TV-campaign. (i dunno what does effect-laden means) featuring next-generation "bullet time" techniques made famouse by the movie The Matrix, to promote the high definition capacity available on home entertainment products.

  Business and leadership says, this new technique "has been used to symbolise the step change of Toshiba's new upscalling technology". The new technology allows its range of LCD TVs to 'upscale' standard definition (SD) broadcast content to near high-defination(HD) quality.

  http://www.youtube.com/watch?v=swKAfsyoCmI
  

  Interesting making. Here is the final pcs

  http://www.youtube.com/watch?v=idirX-fZLD4
  

  Credits
  The Timesculpture spot was developed at Grey London by executive creative director Andy Amadeo, planner Nick Southgate, agency producer Rebecca Pople. Filming was shot by director Mitch Stratten via Hungry Man with director of photography Magni Agustsson, executive producer Matt Buels and producer Sally Newsom. Editor was Christophe Williams at The Whitehouse Post. Post production and visual effects were produced at The Mill. Sound design and music were produced at Jungle by mixer Owen Griffiths. Music is “Air War” by Crystal Castles.

  Had a small discussion this with Joey. He pointed out few points and perspective from marketing point of view base on his experience. Although this is a big budget production but end user might not be able to get their message. We are wondering how did they sell this idea. Or izzit becoz culture different that's why we think this actually not a working idea? Or Toshiba is willing to spend money on supporting art and experimental creative?

  Is great to have this discussion with him. Maybe i am still not long enough in this industry to see things from many many perspective, but since now joey mentioned about it, made me wonder the marketing questions and not simply amaze on their creative development. I think this is a kind of intangible knowledge which will benefit one in future. Great sharing.

  i think i found how they sell the idea. According to Business and Leadership -
  "only a visual metaphor of the magnitude ot time scrulpture could represent the step change you'll get from SD screeen,' said Jon Williams, chief creative officer at Grey London.