The 60-second piece, following the launch of an armchair into near space attached to a weather balloon, is the second in the "Projects" campaign, following on from Time Sculpture.

[2][3] In June 2007, Grey won the account with a pitch based around emphasising Toshiba's history in research and development, pushing the company's image as an "innovator in the field".

[18] Director of photography Haris Zambarloukos, known for his work on Enduring Love and Mamma Mia!, was asked for advice on how to film the ascent.

The pre-purchasing of the commercial airtime left only four months for production, where normally the company would spend over a year assembling components.

[19] Since the shoot was to take place in the Black Rock Desert in Nevada, United States, it would fall under the purview of the Federal Aviation Administration, whose regulations stipulated that the entire craft weigh no more than 4 pounds (1.8 kg), in case of collisions with aircraft.

[17][21] This weight restriction meant that the cameras could not be equipped to transmit footage back to base, so the rig had to be hardy enough to survive re-entering at over Mach 1 and striking the ground.

The model, constructed of hollowed balsa wood and lightweight fabric, was designed by special effects company Artem for around £2,500.

[10][24] Set-up began two hours before sunrise, with a crew of twelve from JP Aerospace assembling the 900 MHz antennae which would track the GPS signal from the rigs, inflating the balloons under canvas covers, and performing checks on the equipment.

[19][21] Knowing that many viewers would suspect the piece was constructed from computer-generated imagery, imperfections such as the supporting wires and spots of lens dust were left in to lend an air of authenticity.

[25][28] The site allowed consumers to make guesses as to where the launched chairs would land, with the winner receiving a 46 inch Regza SV Series LCD TV.

[31][32] After a break of several months, a slightly re-cut version of Space Chair was used to promote Toshiba's Satellite T laptop computers.

"[34] However, Damon Collins, executive creative director at Young & Rubicam was less impressed with the piece, commenting: "I salute the clients and team for trying something different, [...] but, if pushed, the result still reminded me a little of a Sony ad from about ten years ago where the guy fell from the sky in his armchair.