A parallel Worlds

Sunday August 7 2011 / Science & Technology - Art & Design

It is not easy working out which is the more impressive:  The ‘back-to-nature’ design of the new Sharp Touch Wood SH-08C for DoCoMo, which has a natural wooden body crafted from timber culled during forest-thinning operations or the equally ‘back-to-nature’ ingenious wooden instrument created for the video promoting the phone.

Each kidney bean-shaped handset features a curvaceous cypress timber body will have a unique grain and colour of wood and boast excellent durability thanks to special three-dimensional compression moulding. A modest 15,000 units will be made which are sure to be snapped up at lightning speed, especially the way this video is spreading like wildfire.

The artistic commercial tracks a wooden ball trickling down a kind of natural xylophone in the middle of Kyushu woodlands in Japan to create – quite remarkably – Bach's Cantata 147, "Jesu, Joy of Man's Desiring", complete with the delicate background sound of a flowing stream and the image of darting deer.

The idea to promote the Touch Wood’s natural credentials in this way came from Drill Inc’s creative director Morihiro Harano, while the wooden instrument was put together by Kenjiro Matsuo. No music was added afterwards – only the background levels were tweaked in places for effect.

The ‘making of’ video shows the immense efforts that went into creating the advert.

Suggested by
Ian Skellern