Advertising agency Clemenger BBDO of Sydney, Australia teams up with Toshiba for a revolutionary art project that defies the impossible. The electronics brand recently joined forces with Japanese artist Tomokazu Matsuyama for 'Made in 17 Hours,' a unique project that invites him to create an entire exhibit in just a short amount of time.
Promoting the 17 hour battery life of the newly released Toshiba Ultrabook, this revolutionary art project challenges Tomokazu Matsuyama's work process -- one that can take months to complete -- and instead forces the artist to think quickly and to use technology to create his latest series of masterpieces.
The result of the project is inspiring, memorable and ultimately successful -- showcased in Toshiba's commercial that ends with an exhibit in Sydney, Australia. The ad illustrates the changing face of modern technology and its ability to make the impossible possible. It is also a commentary on how digital art and technology can preserve memories and encourage creativity rather than stifling them.
Why This Trend Is Growing
- Shortened Creative Timelines
- This art project challenges artists to create entire exhibits in a short amount of time, highlighting the trend of shortened creative timelines.
- Utilizing Technology in Art
- The project forces the artist to use technology to create his masterpieces, showing the trend of artists incorporating technology into their creative process.
- Digital Art Preservation
- The commercial demonstrates how digital art and technology can preserve memories and encourage creativity, pointing towards the trend of preserving art in digital formats.
Industries Being Reshaped
- Advertising
- Advertising agencies can explore ways to create impactful campaigns by challenging artists to create their work within shorter timelines.
- Technology
- The project showcases the intersection of art and technology, creating opportunities for technology companies to collaborate with artists and enhance the creative process.
- Digital Art
- The commercial highlights the importance of digitally preserving art and presents opportunities for the digital art industry to promote and facilitate the preservation of artistic creations.
