Directed by the Docter Twins, of Mortar Inc., the films go behind-the-scenes of Toshiba’s 'Laptop Expert Lab', a wacky, fictional environment where computer scientists test the Toshiba laptop's clever features.
Taking tonal inspiration from scientific instructional programs like The Computer Chronicles and the futuristic utilitarianism of 2001: A Space Odyssey, Docter Twins filmed at the Mann Biomedical Park, a former Lockheed Martin aerospace research facility used to test jet engines.
The campaign highlight is “8-Bit Gary”, a humorous take on the question of computer resolution. Nerdy assistant, Gary, is “deresolutionized” into an 8-bit version of himself and then ultimately “up-res’d” into a swarthy, super toned hunk.
Famed Silverlake artists Kiel Johnson, who specializes in cardboard installations, and Klai Brown, known for her intricate porcelain ware and jewelry, costumed the 8-bit character, which consists of over 3,000 hand-cut foam boxes.
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