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Toshiba's Timesculpture enters the Guinness World Record books

Toshiba’s much talked about Timesculpture advert has been recognised for its innovation again – this time by Guinness World Records, for incorporating ‘'The most moving image cameras used in a composite film shot'.

The creative, which made its television debut in November 2008, was filmed exclusively using 200 of Toshiba’s own Gigashot HD camcorders to capture moving pictures from all angles.

Such was it’s originality – developing a 3D extension of the bullet-time technique made famous by The Matrix to create a ‘moving snapshot of time’ – that it became an instant hit, registering over half a million views on YouTube within two weeks of it’s premiere.

The pioneering technique was created by Hungry Man’s Mitch Stratten, with the broader campaign themes developed by Grey London.

Matt McDowell, marketing director at Toshiba, said,“We’re delighted to have achieved a World Record, and this record is testament to a highly creative campaign that mirrors Toshiba’s leading innovation brand values.

“For Toshiba, it’s important that our creative representation reflects the highly innovative technologies featured within our products. We were delighted with the endorsement the Timesculpture™ creative was able to provide for our product range, and this World Record is welcome endorsement for the advertisement itself.”

The technique was employed by Toshiba to support the company’s new upscaling range, which utilises innovative technologies which allows users to watch TV and DVDs at near HD quality at the touch of a button.

The advert was filmed using a custom-built, 360 degree rig of 200 Toshiba Gigashot handheld camcorders, which captured an incredible 20,000GB of data during filming – taking over 336 hours to process.

Each action performed within the advert was filmed separately and precisely within the custom-engineered rig of cameras, allowing editors and post production teams complete control of pre-recorded live action.

These actions are then composited together, to create flawless interacting loops working in harmony. The result is a perfectly choreographed collage of manipulated pieces of time, something that is completely impossible to achieve in reality.

The film starts with a static shot of a single figure in a curious loop, before the viewer is launched into a circular, sweeping view of the action as the room fills gradually with the most incredible interactions, movement and colour.

Andy Amadeo, creative director at Grey London, added, “The objective was to prove we could make a mould breaking commercial, using only consumer camcorders as a testament to their quality. The World Record was a nice bonus.” 

Toshiba’s Timesculpture campaign is currently running on air for the second time, with prime-time national placements secured throughout March 2009.


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