Toshiba - ‘Space Chair’ - (2009) :60 (UK)

by: Dabitch, Nov 18 2009 - 11:22am

Toshiba sent a biodegradable Space Chair up 98,268 feet using balloons and 4 GPS systems. It was filmed using Toshiba IK-HR1S cameras, shot by Haris Zambarloukos, and directed by Andy Amadeo, Creative Director at Grey London. "The shoot was made possible via the construction of a unique custom-built camera rig engineered by John Powell of JP Aerospace – experts in this field who have successfully sent over 100 balloons into the upper atmosphere. A specially created full-sized model chair made of biodegradable balsa wood; light enough to make the 83 minute journey up towards space was tied to the rig and launched by the team."

Fun Facts:

The shots were taken at a staggering 98,268 feet above the earth using Toshiba’s own cameras

To reach the altitude required and to conform with Federal Aviation Administration regulations, the weight of the rig had to be carefully managed to a weight of no more than four pounds

Tied to the rig was a specially created full-sized model chair made of biodegradable balsa wood – the chair was made by a company called Artem and cost about £2,500

Launch coordinates of the rig were - 119 degrees, 14 minutes by 40 degrees, 48 minute (12 miles North-East of the town of Gerlach, Nevada)

The quality of the footage from the Toshiba IK-HR1S cameras was: 1920x1080 pixel count; 1080i @ 50hz; 100 Mbps

The temperature dropped to minus 90 degrees when the chair reached 52,037 feet

The chair took 83 minutes to reach an altitude of 98,268 feet where it broke and took just 24 minutes to fall back down to earth with the rig.

Andy Amadeo, Creative Director at Grey London comments: “Keeping with our tact of being as innovative as the brand, we once again created a mould-breaking commercial with Toshiba. Last year we set a new world record with 'Timesculpture' and proved that their domestic camcorders could produce a breathtaking, never before seen piece of film. This time we have used Toshiba HD cameras to produce some of the most stunning footage shot at the edge of space.”

Creative Agency: Grey London
Production Company: Hungry Man LTD
Director: Andy Amadeo
Editor and editing company: The Whitehouse / Russell Ike
Post-production company: The Mill