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Johnny Hardstaff's film for Toshiba provides a good reminder on the power of Innovation and Design

Posted by: Helen Walters on February 13, 2008

This film by British director Johnny Hardstaff, represented over in London by Ridley Scott’s commercial production company, RSA Films, does a nice job of promoting the power of effective innovation. The film features various images from Toshiba’s R&D efforts, including really beautiful images of ferro-fluid responding to electromagnetic fields. Truthfully, I’m not quite sure what part ferro-fluid plays in Toshiba’s R&D, but the whole thing is low key and powerful (“I intended it to be more Oxford University than in any way fashionable” says Hardstaff of the film’s visual aesthetic). In particular, the catchline: “We believe innovation is a journey, not a destination. When we get to the finish line, we move it” is a good reminder for everyone everywhere to keep trying to move forward, especially in these wobbly times.



What comes next? The Bloomberg Businessweek Innovation and Design blog chronicles new tools for creativity and collaboration, innovation case studies in both the corporate and social sectors, and the new ideas that have the power to change the way things have always been done.

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