Toyota
Client: Toyota
Work:
Brand Campaign, 60 Sec TVC, Digital, Press and Outdoor
THUMS (Total Human Model for Safety) is simulation software, which represents actual humans in detail, including the outer shape, but also bones, muscles, ligaments, tendons, and internal organs. This means THUMS can be used in automotive crash simulations to identify safety problems and find their solutions. The technology then helps Toyota build safer cars across the entire range.
The aim of the campaign was to highlight the notion of 'human fragility'. This was brought to life through a glass body.
The model itself, along with the internal organs were created by a team of three glassblowers. Using their remarkable skills, they created all the major organs including, the heart, kidneys, lungs and oesophagus.
The ‘Glass Organs’ campaign won 6 awards at Australian Writers & Art Directors awards. Categories: Direction, Cinematography, Editing, Music, 60 second TVC, 30 sec TVCs.
The ‘Glass Organs’ campaign won 6 awards at Australian Writers & Art Directors awards. Categories: Direction, Cinematography, Editing, Music, 60 second TVC, 30 sec TVCs.
Agency: Saatchi & Saatchi, Sydney
Creative Director: Steve Jackson
Copywriter: Yanni Pounartzis
Art Director: Adam Whitehead, Simon Cox
Director: Noah Marshall
Composer: Michael Yezerski
Creative Director: Steve Jackson
Copywriter: Yanni Pounartzis
Art Director: Adam Whitehead, Simon Cox
Director: Noah Marshall
Composer: Michael Yezerski
Glass Organs