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Toshiba’s “Endless Performance”


Robert Goldrich
Thursday, Dec. 5, 2013


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Psyop and McCann London took a trip beyond the tablet in this spot which explored the features of Toshiba’s newest device. Psyop’s Fletcher Moules and Kylie Matulick co-directed the piece which focused on several key themes for the tablet:  film and music, productivity, gaming and connectivity. Psyop approached the project as if it were a mini-film, working with a team of designers and concept artists to sketch the energetic worlds. The camera moves forward through the unique characters and detailed environments as they dissolve and reveal the  intertwining themes.

Client  Toshiba  Agency McCann London. Will Shepherd, creative director; Rich Dorey, Mark McCall, creative group heads; Charlie Macpherson, Sonny Botero, producers; Alex McLoughlin, assistant producer. Production Company Psyop. Kylie Matulick, Fletcher Moules, directors; Luisa Murray, exec producer; Shannon Alexander, producer; Jessica Schlobolm, assistant producer; Paul Kim, Therese Larsson, Paul Mager, Chris Martin, Andrew Park, Velwyn Yossy, designers; Stephen DeLalla, Matt Lavoy, lead technical directors; Victor Garza, Brianne Meyer, previz artists; Larissa Docolas, Rie Ito, Wendy Klein, Brianne Meyer, modelers; Larissa Docolas, Wendy Klein, texture artists; David Bokser, Sean Kealey, riggers; Robby Branham, Stephen DeLalla, lighters; Stephen DeLalla, 3D generalist; David Bokser, Chris Meek, Brianne Meyer, 3D animators; Max Graenitz, Rachel Yonda, 2D animators; Josh Wiesenfeld, storyboard artist; Chris Brock, Edmund Liang, Velwyn Yossy, Paul Kim,  matte painters; Katerina Arroyo, Matt Lavoy, compositors; Matt Lavoy, Flame artist; Lance Pereira, editor.

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