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

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

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