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. Therefore, 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 commercial launched as a 60 second commercial and appeared as 45s and 30s. The idea was also extended to outdoor and digital.
'Glass Organ' won 6 awards at Australian Writers & Art Directors awards, Australia's most prestigious advertising awards. Categories: Direction, Cinematography, Editing, Music, 60 second TVC, 30 sec TVCs
Advertising Agency: Saatchi & Saatchi, Sydney, Australia
Creative Director: Steve Jackson
Copywriter: Yanni Pounartzis
Art Director: Adam Whitehead, Simon Cox
Production Company: The Sweet Shop
Director: Noah Marshall
Producer: Tony Whyman
Director of Photography: Ian McCarroll
Production Designer: Igor Nay
Editor: Tim Mauger
Composer: Michael Yezerski
Sound Design: Anthony Aston