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Sony make.believe - Rocket project "we have liftoff" - (2010)

Submissions recently seem to be made for me! When you're not deulling with flame throwers in slow-motion, or exploring new sports like "pomparkour", setting skater kids on fire and sending them through the streets of Mexico city, you're making kids launch rockets with computers. Wee!

Mental note: start working on sports gear, energy drink and computer accounts instead of all this makeup stuff.

So what's the deal here? Simple: The first rocket to reach the moon had less computing power than today's Sony VAIO notebook. Which raised the question: can a Sony VAIO laptop with Intel processors launch a rocket into space? 180LA decided to put this to the test, put eight brilliant high school students together with Tom Atchison, founder of Rocket Mavericks and then briefed them using Sony VAIO laptops with Intel Core Processors, to design, to build and launch a 29-foot tall, 1,100-pound rocket into the stratosphere.

The Sony VAIO Z-series laptop with Intel Core i5 Processors was built into the inner chamber of the rocket to run key on-board functions while the VAIO F-Series: 16.4" screen, Intel Core i7 Processor with Turbo Boost served as mission control for the launch.

Did it work? Indeed it did. The rocket soared over 147000 feet and reached a top speed of 2.8 mach.


Client: SONY Electronics USA
Campaign: VAIO, The Rocket Project
Digital/Films: Apollo Video Trailer, The Countdown Begins, The Countdown Continues, Ultimate Product Launch, Houston We Have a Problem, We Have Liftoff
Agency: 180 Los Angeles
Executive Creative Dir: William Gelner
Creative Director: Ari Weiss, Gavin Lester, Amir Farhang
Art Directors: Ryan Pocket Fluet, Jungshih Wang
Copywriter: Ben Barney
Designer: Kevin Will Chen
Head of Production/Managing Partner: Peter Cline
Senior Producer: David Emery
Digital Producer: Christopher Neff
Planner: Brit Browning
Account Director: Kelli Stam
Account Manager: Lauren Keeton

Web Site Development: Hello Design
Creative Directors: David Lai, Hiro Niwa
Associate Creative Director: Sung Hean
Design Director: Eunice Oh
Executive Producer: George Lee
Senior Project Lead: Barry Chiang
Technical Lead: Justin Blackwell

Production Co.: @radical.media
Director: Andrew Fried
Directors of Photography: Various (Bill Winters, Stephen Dickter, Chris Messina, Matthew Akers, Zoran Popovic)
Executive Producer: Frank Scherma
Executive Producer: Justin Wilkes
Head of Production: Bob Stein
Producer: Andrew Fried
Story Producer: Amy Korngiebel
Casting Director: Aine Carey
Production Staff: Denny Rubianes, Kelly Martin
Shoot Location: Los Angeles/Black Rock , NV
Date: 1/17 to 7/23/10

Editorial Co.: Outpost Digital
Editor: Ting Poo
Executive Producer: Liz Friesell-Mason
Producer: Chanel Boyd
Assistant Editor: Chris Messina


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