TOYOTA MOTOR CORPORATION
Glass organs
TOTAL HUMAN MODEL FOR SAFETY
THUMS (Total Human Model for Safety) is simulation software, which represents actual humans in detail including bones and internal organs. THUMS can be used in automotive crash simulations to identify safety problems, which then helps Toyota build safer cars cross the entire range. This campaign highlighted the notion of 'human fragility'. We brought this to life through a glass body. The body and internal organs including the heart, kidneys, lungs and oesophagus were created by a team of three glassblowers.
Australian Awards- silver - Direction ’glass organs’ Toyota human safety silver - Cinematography ’glass organs’ Toyota human safety silver - Editing’glass organs’ Toyota human safety silver - Music’glass organs’ Toyota human safety silver - 60 second TVC’glass organs’ Toyota human safety silver - 30 sec TVCs ’glass organs’ Toyota human safety
Creative magazine’s The Annual, best of the year.
Film
TOYOTA MOTOR CORPORATION
Glass organs
TOTAL HUMAN MODEL FOR SAFETY
THUMS (Total Human Model for Safety) is simulation software, which represents actual humans in detail including bones and internal organs. THUMS can be used in automotive crash simulations to identify safety problems, which then helps Toyota build safer cars cross the entire range. This campaign highlighted the notion of 'human fragility'. We brought this to life through a glass body. The body and internal organs including the heart, kidneys, lungs and oesophagus were created by a team of three glassblowers. Interactive ads allowed users to experience the damage to internal organs from a simple tap of the screen.
Creative Magazine’s The Annual, Best Interactive Of The Year.
Digital Interactive
