Toshiba Timesculpture Upscaling in Bullet Time Effect

Toshiba has launched a special effects-laden TV campaign, featuring next-generation “bullet time” techniques made famous by the movie The Matrix, to promote the high definition capacity available on home entertainment products.

Toshiba Time Sculpture

The mesmerising TV ad, shot on Toshiba products to showcase their hi-tech capability, features nine people captured in slow motion engaged in what appears to be a choreographed range of activities: bouncing balls, throwing paper and paint, balancing on a chair, doing pressups, waving a flag, skateboarding. Toshiba’s £3m ad campaign, dubbed the world’s first “timesculpture” commercial, manipulates “snapshots of time” using more than 200 camcorders and video data requiring 336 hours of processing.

“When we watch constantly redefines itself, shouldn’t how we watch it do the same?” The ad leads to the site,, where viewers are introduced to Toshiba’s HD capacity on all media.


The Timesculpture spot was developed at Grey London by executive creative director Andy Amadeo, planner Nick Southgate, agency producer Rebecca Pople.

Filming was shot by director Mitch Stratten via Hungry Man with director of photography Magni Agustsson, executive producer Matt Buels and producer Sally Newsom.

Editor was Christophe Williams at The Whitehouse Post. Post production and visual effects were produced at The Mill.

Sound design and music were produced at Jungle by mixer Owen Griffiths.

Music is “Air War” by Crystal Castles.

Behind the Scenes

Staff named in the Making-Of video below are rig engineer Ben Braithwaite, electronic engineer Richard O’Glover, Previs artist Juan Brokhaus, Flame artist Richard De Carteret, and post producer Chris Batten. Colorist was Mick Vincent.