Go behind the scenes of our most complex Toughpad torture test

What you see: two minute and thirty four seconds of our toughest Toughpad torture test to date (watch the full behind-the-scenes video on YouTube). The Toughpad travels a ‘house of horrors’ obstacle course that took testing to a whole new extreme; from flying through the air, to running a gauntlet of paint dust, swimming with pirahnas, being kidnapped by a drone, and even facing a trial by fire.

What you don’t see: the intense organisation and skillful construction that went into the creating of this Rube Goldberg-style chain-reaction contraption.

Would you like a little peek behind the scenes?

“We’ve done so many of these rugged and reliable tests in the past that it sometimes is challenging to update it and keep it fresh and interesting for the viewer. That’s what made the Rube Goldberg execution so perfect, was that we could show a whole bunch of different tests in one complete video.”
Tim Stapleton, Creative Director – Sigma

“The very first time we started working on it and heard about the project, we were really excited. I was really excited about it because it was giving us an opportunity to create something that was going to showcase the product in its best light.”
Nikolay Nikolov, Creative Director Sigma

“The team is great. The marketing folks at Panasonic think outside the box and so we needed a marketing campaign that was outside the box and over the top and I think this is a perfect match to the device.”
Kyle Day, Senior Product Manager – Panasonic

“For me, I love the engineering aspect of it. I love trying to figure out how to put this complex puzzle together in a way that, in this instance, tells a story
Anthony Furlong – Shiloh

“People are talking a lot about the unique way we went about showing all the different ways the product is durable. How it went through the colourful dust storms and into a piranha tank, through a rainstorm, in a cooling tank and in a heater and it survived all of it.”
Jayme Cunningham, Marketing Manager – Panasonic

“You know that’s a lot of different ways to show how reliable and rugged this thing is, and to show it working at the end. I think we did a pretty good job of that.”
Anthony Furlong – Shiloh

“What was really interesting for me, beyond just Rube Goldberg machines as per the definition of what they are, is they’re usually moving energy across a room and this was a little twist on it because this is actually harder… That was interesting, thinking ‘wow, how are we gonna do that’? You cannot pass up a project like this.”
Kim Lee, Worlds Away Productions

“The biggest challenge to the process was time… That was the biggest hurdle, having to do this on a commercial schedule and not an art-installation schedule.”
Kim Lee, Worlds Away Productions

“When I watched the video, being the product manager, I related everything about the product to certain parts of the video.”
Kyle Day, Senior Product Manager – Panasonic

“I was shocked at what it could withstand… We tossed that thing around, threw it against walls, dropped things on it!”
Kim Lee, Worlds Away Productions

“At one point we had it up on a drone, very high up, and it slipped off and dropped probably 12 feet to the ground and there wasn’t a single scratch on it.”
Jayme Cunningham, Marketing Manager – Panasonic

“What made this really special for me was the way the client was really excited about the project, made us feel like they really wanted to do it.”
Nikolay Nikolov, Creative Director Sigma