Toshiba’s upscaling technology takes standard definition content and transforms it into near high definition quality.
The ides is that upscaling will “take anything you watch and make it astonishing”, so Toshiba needed to create an ad that would explain that concept in less than a minute. In short, they too needed something astonishing.
What they came up with was the concept of a “Timesculpture” where, through a combination of time shifting, clever camera work and post production magic, a ballet of movement is created that looks like the world through the eyes of a DJ:
The ad is beautiful, imaginative, unexpected and engaging, and goes beyond advertising and into the world of art.
Why would a company create art when it’s trying to sell you technology?
Because beautiful, imaginative, unexpected and engaging art tells a story that you want to revisit; it creates questions that you want to answer; and it draws you back in for more. Art can be appreciated independently of the message, and the ‘making of’ can become an ad in its own right:
Sure, it takes 2.9 million individual renamed frames, 20,000 gigabytes of material, 200 cameras and countless hours of editing, but when millions of people actively seek out your commercials to find out more about them, you’ve reached your audience on an entirely new level, and can call your campaign a definite success.
- Timesculpture is so unique that it needs a ‘making of’ to explain the process.
- Audience seeks out the additional content.
- Subtle nuances mean the ad doesn’t quickly grow stale.
- High production costs.
- The ‘making of’ tactic only works if the audience really likes the ad.
- Commercials become art, and the story behind the commercial becomes the commercial.