Client: Toyota
Work: Brand Campaign, 60 Sec TVC, Digital, Press and Outdoor

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. This means 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 ‘Glass Organs’ campaign won 6 awards at Australian Writers & Art Directors awards. Categories: Direction, Cinematography,  Editing, Music, 60 second TVC,
30 sec TVCs.

Agency: Saatchi & Saatchi, Sydney
Creative Director: Steve Jackson
Copywriter: Yanni Pounartzis
Art Director: Adam Whitehead
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

Toyota THUM (Total Human Model for Safety) Glass organs iPad app. Creative magazine’s The Annual, best of 2011.

The THUM’s (total human model for safety) iPad ad, via SMH and the Age, allowed users to witness the damage to the internal organs by tapping their iPad. The harder they tapped, the more damage they would cause. The aim was to show
the fragility of the human body and drove consumers to the safety message therein.