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basketballs, a pink flag and spilling two large cans of purple paint. A man encircling the group in a yellow raincoat jumps in beneath a paint spill before stepping onto the chair in a balancing act of backwards forwards movement as the music rises. The "flag" and "skateboard" men each pick up one of the balls now bouncing infinitely by themselves as a voiceover begins, stating: "When what we watch constantly redefines itself, shouldn't how we watch it do the same?" The piece closes with the
Toshiba logo, the motto "Leading Innovation" and a link to the company's upscaling website.
388:
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424:. In addition, the director had designed the workflow with a custom Edit Decision List and editing application to manage the vast amount of footage in the edit room. Independent programmers were commissioned to create this software, for use by editing company The Whitehouse. The initial editing pass by editor Christophe Williams pared the film down to around 30 hours. The remaining data was passed back to
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in two halves, each covering 180 degrees of the inward view of a 14 m circular space in the centre of the constructed set. Once the rig itself was assembled, it took a team of four technicians three days to set the focus and alignment on all 200 cameras. Technology devised by electrical engineer
Richard Glover was used to synchronously activate the entire system from a single
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26:
313:. In June 2007, Grey won the account with a pitch based around emphasising Toshiba's history in research and development, pushing the company's image as an "innovator in the field". The first television and cinema commercial from the partnership, Light, lighter, aired in January 2008, to a lukewarm reception.
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commented: "Brave, interesting and expertly realised, this is a breath of fresh air, and a call to arms from an agency that has struggled with having a reputation for not doing interesting creative." The publication later went on to name it one of the top ten advertisements of the year. This was not
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The idea had originally been put aside as unachievable for a singular reason: the project required a quantity of data unprecedented in a television commercial, and would be one of the biggest visual effects jobs ever undertaken by a commercial production company. After the technique was decided upon,
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opens with a fixed camera view of an undecorated art studio. On the open floor is a chair and a platform trolley. A man and a woman walk into frame from left and right respectively. The man falls to the floor and begins doing push-ups. The woman holding a set of black cards walks to the centre, spins
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It took over a month and a half to assemble the engineering team who would work on creating the custom 360 moving image capture system. The rig which supported 200 Gigashot high-definition video cameras requisitioned from
Toshiba, was 1.8 m-high and weighed over half a tonne. It was constructed
316:
The middling results of the campaign caused Grey to re-evaluate its approach, leading to a new campaign, which would see an advertisement "push the boundaries of what was possible.” To this end, Grey London re-examined several proposals presented to them in the past which had been abandoned as
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while the elements within frame, compiled from all angles in 360 degrees, loops back and forth at different timings in the same physical space, forming an interconnecting rhythmical pattern from the spontaneous movement captured. As more performers walk into frame some interact with props like
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would be kept to a minimum to maintain focus on the ordinary movements which would be seen in a completely new way through the technique. Based on early tests films of the director, a simple
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It's being able to manipulate time in a way we haven’t seen before, to be able to record it and edit it in a three-dimensional space. It’s a 4-D experiment; we are not locked to time.
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in days, featured on most popular blogs and international news, reactions to the commercial from critics was mixed. Comparisons were made with other "bullet time" works such as
432:. While on set, each half of the rig had been given one run individually to create a blank background to allow The Mill to remove the rig. While minimal CGI work was needed on
343:". The title “time sculpture” came to the director on the way to Grey London with his producer where they presented the project as a production and post-production blueprint.
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studio to "showcase creativity at its rawest" according to creative director Andy Amadeo. Timings of predeterminate movements of several performers were choreographed using
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upscaling technology. The piece, which comprised a collection of interacting loops sequenced into a moving shot, was created in collaboration with
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were captured separately from all angles by the 200 cameras. The resulting 110 hours of high definition footage, representing around 20
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was recognised for its innovation from within and outside of the advertising and television industries and garnered various awards including a
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was later exhibited by the director in London after it caught interest from the art world. The film also inspired other commercials and
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for having used the highest number of moving image cameras in a composite shot. Following the commercial success of
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format. In 2007, Toshiba made the decision to consolidate its
European advertising ventures with a single
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through 17 November, followed by 20-second cuts on the same channels. This was accompanied by
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and the shoot was handled by production company Hungry Man with post-production completed by
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three weeks to process, running 24 hours a day, resulting in 2,500,000 single
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where the shoot took place. Colour was used to isolate movement and enhance structure.
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and by an online presence. In all, around ÂŁ3,000,000 was spent on media purchases.
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unworkable, before deciding upon a concept which had been proposed by
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861:, 11 November 2008. Retrieved 5 August 2010 via Accessmylibrary.com.
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Close-Up: Live issue - Toshiba eschews the 'big idea' for technology
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The second half of the 2000s (decade) saw electronics conglomerate
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Now integrated into other
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to collaborate with the director. They wanted to restrict using
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Sony
Toshiba IBM Center of Competence for the Cell Processor
1031:"Grok Institute present…GROK FEBRUARY 19th – MARCH 6th 2009"
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Toshiba
Premieres the World's First Timesculpture Advert.
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Rebecca Pople (agency) Sally Newsom (production company)
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Toshiba showcases world's first 'timesculpture' advert
807:"The Mill Clocks a Guinness World Record for Toshiba
1057:"Wiley - Numbers In Action. Here's the eskiboy's..."
994:", Midsummer Awards (2009). Retrieved 25 April 2010.
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The Week: Creative
Reviews - Grey lands ÂŁ25m Toshiba
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974:(2008). Retrieved 5 August 2010.
957:(2009). Retrieved 24 April 2010.
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1412:Shibaura Seisakusho
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699:Sanderson, Nikki; "
614:Williams, Martyn; "
311:Young & Rubicam
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831:Nettleton, Kate; "
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1758:Toshiwo Doko
1407:Hakunetsusha
1400:Predecessors
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1364:Inside Films
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1339:(Founded as
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1088:. Retrieved
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1063:. Retrieved
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71:Running time
35:
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1517:SpursEngine
1502:Class EL120
1337:Toshiba EMI
1010:Nytimes.com
972:Clio Awards
733:Making of:
638:Kemp, Ed; "
573:Space Chair
530:Clio Awards
467:and on the
327:bullet time
235:in London.
203:Grey London
143:Produced by
107:Directed by
47:Grey London
1902:2008 works
1896:Categories
1593:SmartMedia
1586:Class ED79
1581:Class ED75
1576:Class EH10
1571:Class EF63
1566:Class EF62
1475:Class EF65
1470:Class EF64
1465:Class EF60
1460:Class EF58
1455:Class ED76
1347:Youmex Co.
1233:Landis+Gyr
580:References
510:The Matrix
370:art school
347:Production
336:The Matrix
281:Background
276:Production
241:Clio Award
217:holds the
165:(campaign)
163:ÂŁ3,000,000
138:Hungry Man
133:Production
1668:Satellite
1612:Computers
1196:Divisions
1090:6 January
1065:6 January
1041:6 January
1015:6 January
876:Marketing
859:Presswire
476:Channel 4
465:Channel 4
366:treatment
362:stuntwork
341:dead time
245:GTC Award
207:video art
91:upscaling
1868:Category
1854:Spun off
1700:T series
1693:S series
1688:P series
1683:C series
1678:A series
1619:Libretto
1548:DeKi 600
1113:Archived
1106:Toshiba
988:Archived
947:Archived
917:Campaign
838:Campaign
813:The Mill
783:Archived
760:The Mill
706:Campaign
690:website.
678:Archived
661:Campaign
619:Archived
547:—
517:magazine
515:Campaign
426:The Mill
251:Sequence
233:The Mill
117:Music by
74:60
63:Language
1880:Commons
1658:Portégé
1631:Pasopia
1527:TOSLINK
1435:Current
1325:Defunct
1301:Current
1226:Defunct
1206:Current
1188:Toshiba
506:YouTube
482:, Sky,
472:Sky One
287:Toshiba
261:Air War
192:Toshiba
151:Country
135:company
122:Air War
82:Product
76:seconds
66:English
57:Toshiba
1772:Places
1751:People
1663:Qosmio
1598:Thrive
1558:HD DVD
1442:AP1000
1370:Inside
687:Boards
528:, the
497:While
486:, and
440:, and
422:frames
360:, and
309:, and
295:HD DVD
159:Budget
89:HD-DVD
53:Client
43:Agency
1793:Other
1734:Tecra
1727:T3100
1722:T1200
1717:T1100
1705:T1000
1603:TS921
1512:Regza
1316:TMEIC
1311:(20%)
1121:Shots
791:Shots
438:Smoke
430:Flame
269:track
263:" by
34:from
32:frame
1849:Sold
1624:W100
1553:e310
1543:902T
1536:Past
1522:TG01
1447:Cell
1092:2022
1067:2022
1043:2022
1017:2022
488:ITV4
484:ITV1
480:Five
461:ITV1
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