Toshiba’s Space Chair Ad

Created for Toshiba by Grey London, 'Space Chair' builds on the phenomenal success of 2008's record-breaking 'Timesculpture' ad campaign and has once again been filmed using Toshiba cameras. Shot in the wilderness of the Nevada Black Rock desert, the advertisement follows the journey of an ordinary living room chair to the extraordinary heights of the edge of space, lifted to an altitude of 98,268 feet by a simple helium balloon.

Facts about the shoot:

* 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.

IT News Online