The Mill / Grey London : Toshiba ~ Space Chair

Grey London collaborated with The Mill for Toshiba’s Space Chair ad campaign promoting its new 2010 REGZA SV LCD TV series incorporated a helium balloon lifting a biodegradable chair and 8 Toshiba HD cameras 98,268 feet above terra firma at which point the chair falls back to Earth. Toshiba needed permission from the Federal Aviation Administration for the shoot. “The meaning is armchair viewing redesigned. Most people watch TV and consume content through their chairs. It’s a visual metaphor taking something ordinary to the extraordinary”.

Watch making-of.