Exploring the concept of "Inheritance and Evolution" through light and sound at the UK's Platt Brothers facility
In December 2023, Toyota UK released a captivating video on YouTube. Filmed at the offices and plant of Platt Brothers, the video uses projection mapping to depict Toyota's rich history, tracing its evolution from looms to automobiles, and its transformation into a mobility company.
The video was produced by Agustin Martin, Head of UK Operations, and Stuart Sanders, UK Marketing Director. The production was powered almost entirely by energy derived from green hydrogen, symbolizing Toyota's dual commitment to carbon neutrality and innovation.
The video showcases Toyota's history of transformation and challenge, providing insights into the company's journey. Agustin Martin emphasized the importance of the "challenge" as a fundamental pillar of Toyota culture. The colleagues involved in the making of the video shed light on Toyota's history, offering a unique perspective on the company's evolution.
The making-of video is available alongside the main film, featuring Toyota Director Sir Philip Craven, and offering Japanese subtitles for viewers. The pair shared their thoughts in the making-of video, offering a behind-the-scenes look at the project.
The video's creation underscores Toyota's dedication to innovation in storytelling and technology. Using projection mapping, Toyota showcased its embrace of advanced digital technologies to engage audiences creatively and effectively. The use of green energy sources for powering the display reinforced Toyota’s commitment to achieving carbon neutrality and minimizing its environmental impact as part of its corporate responsibility and forward-looking vision.
The video marks a significant milestone, almost a century having passed since the patent agreement between Toyota and Platt Brothers in 1929. Kiichiro Toyoda, the founder's grandson, traveled to England via the U.S. to secure the agreement, which concluded a patent rights transfer for the Type G automatic loom with Platt Brothers. Platt Brothers was once a world-leading textile machinery manufacturer.
Toyota's known initiatives, such as cutting-edge vehicle technologies with improved fuel efficiency and hybrid engines, support a consistent brand strategy focused on innovation and sustainability. The video, therefore, effectively demonstrates how Toyota is innovating not only through its products but also in its communications, firmly rooting its corporate identity in both environmental responsibility and technological leadership.
- Toyota's dedication to innovation extends beyond their automotive sector, as they incorporate advanced technology in storytelling, such as the use of projection mapping in their December 2023 video, which also showcases their commitment to green finance by powering the display with energy derived from green hydrogen.
- The transportation industry witnessed a significant transformation as Toyota, originating from looms, evolved into a mobility company, involving themselves in the automotive sector, and consistently innovating their products with cutting-edge technologies and sustainable practices, like improved fuel efficiency and hybrid engines, since the 1929 patent agreement with Platt Brothers, a world-leading textile machinery manufacturer.
