1) Two NFTS graduates were given the opportunity to work with Toshiba and create a viral video using the school's resources. 2) They researched Toshiba's brand perception and developed the idea of a magical, futuristic Toshiba laptop production line performed by symbolic Japanese characters. 3) The video was shot over multiple days and involved intricate costumes, makeup, stunts and special effects to bring the production line concept to life.

1. Toshiba/ NFTS Viral:
Production Line
Anna Stuart
Joana Flor

2. About us/ about the idea
• We are 2009 graduates from the NFTS now
working professionally in the industry
• We were excited at the chance of working
with Toshiba and using the NFTS’ resources to
push the limits of what we could achieve
• It was our ambition to make a beautiful, high
production-value video which is also
addictively watchable and hopefully ‘viral’.

3. First steps
• We wanted to understand how Toshiba is perceived and how our
idea should work.
• We researched amongst our friends, but also we wanted to take
advantage of the Camileo we were given, and film some Vox Pops.

4. 1. Consumers recognise Toshiba to be a Japanese brand
2. Toshiba is not necessarily associated with being ‘cool’ or
‘edgy’.
3. Japan is perceived by our interviewees as a country of very
strong traditional values (beauty, integrity, hard work);
… but Japan is also identified as leading technology trends.
We established three major facts about Toshiba:
We used these facts to build a syllogism – a way to structure
associations with the brand for our audience.
 Japanese culture is cool
 Toshiba is Japanese
 Therefore, Toshiba is cool

5. production line. n., A a set of sequential operations in a factory, whereby
materials are put through a refining process to produce an end product; or
components are assembled to make a finished article.
• Our idea is for a magical, futuristic, symbolically laden Toshiba
laptop production line…
the most unique production line in the world.
• There would be no machines in this production line. The tasks of
building the laptop are performed by characters. They are both
modern and traditional, colorful and visually arresting,
meaningful and beautiful.
• We researched standards and icons of Japanese culture, as well
as our personal inspirations from Japan.

6. The Characters: Harajuku girl (standing for: innovation)
Geisha (standing for: beauty)
Origami artist (standing for: detail)
Sumo Wrestler (standing for: strength)
Aikido Master (standing for: technique)
Samurai (standing for: ethics)

7. The 6 characters were developed from an original 9.
Before the final development process, we brought the idea together in a
video ‘sketch’ of what we wanted to achieve.

8. Making the video: preparation
• Our cast and performers were always going to be
diverse – and we went to find them in different ways.
• We organised actors’ castings, went to Aikido Schools,
researched Sumo organisations, found consultants -
everything to find the right performers
• Japanese Sumo very rarely appear or perform in
England. Eventually the right performer turned out to
live in Los Angeles, and, thanks to a supportive agent
and the kindness shown to us by the Sumo community,
we were able to cast and bring to Beaconsfield the
two-time world champion fighter ‘Byamba’ Ulambayar.

9. Consultants
Approaching a foreign culture, we knew very quickly we needed
advice and guidance. We met some amazing, supportive
professionals who worked within Japanese culture.
• Tea Ceremony/ Kimono specialist (Akemi Solloway)
• Aikido instructor/ stage combat specialist (Chris Diacopolous)
• Tokyo-based Samurai dress specialist, who makes replica costumes
(Katchu Japan)
• A skilled martial arts practitioner – Akira Koieyama, who was also
our ‘Samurai’ performer
• Choreographer, Ayaka Takai
Making the video: preparation

10. Making the video: the shoot
Makeup for the Geisha and Harajuku characters
(Haruka and Erica) took several hours each.
Erica’s eyes appear in a very close
shot, so had to be perfect

11. It was important to us that
as many as possible of the
black material’s magical
transitions happened live
on set.
Preparing the NB200 laptop
for its shot are Kassi (SFX)
and Geoff (1st
Assistant
Director)
Making the video: the shoot

12. Getting the stunts right: Joana and Chris (stage combat consultant)
work out the Aikido shot with Satomi (Aikido) and Erica (Harajuku)
Making the video: the shoot

13. Making the video: the shoot
The Production Line waits for a take of the wide shot

14. Making the video: post-production
From a low-resolution edit where the fundamental decisions about
pace and look are made, the process of digital post can commence.
To get the scope and feel of the correct scale, we understood that the
sparse, minimal, futuristic factory would be digitally composited.

15. • A digital 3-D model of the factory was built and textured by
collaboration between the backgrounds artist and our SFX crew,
and will be virtually lit, within the model, by our Director of
Photography.
• The model (or the section of it we need to be seeing) is then
composited onto each shot. If the shots move, for instance if the
camera moves sideways or tilts down, a further layer of complexity
is involved
• Only at the point when the finished edit is composited and overlaid
with digital effects can the full visual impact of the viral be seen –
the creative process continues until the very moment when we
deliver it.
Making the video: post-production