Comments on: Toshiba Space Chair Project

By: Cannes Lions Film Winners for 2010 | The Inspiration Room

Cannes Lions Film Winners for 2010 | The Inspiration Room — Wed, 11 Aug 2010 03:00:16 +0000

[...] France VW Golf City, Ca Va?, Palm + Havas Montreal, La Fabrique D’Images Montreal, Canada Toshiba Regza SV, Space Chair, Grey London, Hungry Man London, UK IKEA, The We Think You’re Too Young To Go To Sunny Beach [...]

By: bethdaniher

bethdaniher — Fri, 11 Dec 2009 20:08:15 +0000

I just caught on to this ad and I’m completely mesmerized by it… There’s something about its simplicity and the miracle of flight! Very 2001: A Space Odyssey, but also (hate to say it) reminiscent of the Balloon Boy fiasco. The soaring armchair reminded me of those Falcon’s silver foil balloon, soaring through the heavens…

Check out Schweppe’s “Schweppervescence” ad… extreme slow-mo popping of airborne water balloons.
http://www.youtube.com/watch?v=pRFfJJjLpqw

It’s fascinating how different our world looks at 10,000 frames/second, or 10,000 feet above ground. I agree with Jackie… great ads can capture the real and make it appear surreal.

By: greenface

greenface — Thu, 03 Dec 2009 23:04:50 +0000

Simon Faithfull: “I was not “absolutely part of the team” as Matt McDowell has recently suggested -- the first time I saw the Toshiba film myself was when people started sending me the YouTube link. I did help with the underlying themes and ideas behind the advert in that I had one meeting with Grey within which we discussed the possibility of re-staging my artwork ‘Escape Vehicle no.6′ during my recent exhibition at the British Film Institute. The idea was that this would be a large, live public event in the centre of London and later there would also be an edited version for TV functioning as an artwork/advert. This subsequently didn’t work out and I can’t really say any more for legal reasons.”

By: Art Fine

Art Fine — Mon, 23 Nov 2009 16:04:25 +0000

well, they say Simon Faithfull was part of the team, but why did they not credited him upfront…and only then after they were exposed…seems odd, there’s something not right here…

By: john

john — Fri, 20 Nov 2009 18:26:16 +0000

Maybe Grey London will offer Simon Faithfull a ECD role, or maybe Toshiba will cut the middle man and hire him directly, since all they needed was a production company to re-shoot the same concept with more money and better equipment, not surprisingly 5 years later.

By: jebuff

jebuff — Thu, 19 Nov 2009 18:32:50 +0000

Brilliant. Except its an uncredited corporate rip-off of a 2004 project by artist Simon Faithfull called “Escape Vehicle no.6″, sponsored by http://www.artscatalyst.org/
Confronted on the copy, Grey now claims the original artist was “on the team” and that their original idea was “making an advert of this concept”.
You can compare the videos on YouTube, or on my blog… http://jebuff.vox.com/library/post/chairs-in-space-and-ripping-off-an-idea.html

By: Jackie

Jackie — Wed, 18 Nov 2009 17:39:16 +0000

Very cool execution!

I did some digging around and apparently the ad is supposed to demonstrate how Toshiba technology can take something ordinary and make it extraordinary.

The campaign was created by Grey London for the REGZA SV LCD TV Series in 2009, Toshiba’s first model to include an LED backlight with local dimming, which they claim will “redefine the armchair viewing experience”.

I’d love to read the brief for this project! I’ve posted lots of facts about the shoot here, if you’re so inclined: http://bit.ly/2LrQH7

Cheers,
Jackie

By: John Powell

John Powell — Wed, 18 Nov 2009 16:11:26 +0000

This was a very complex set of flight, but a whole lot of fun. There are pics of the missions on the JP Aerospace website:

http://www.jpaerospace.com/blog