Cannes Lions

THE ULTIMATE JOURNEY

@radical.media, New York / TOYOTA / 2013

Case Film

Overview

Entries

Credits

Overview

Description

Toyota Tundra towed the 300,000-pound Endeavour space shuttle to it’s final destination, the California Science Center. After a series of episodes, “The Ultimate Journey”, culminates this exciting journey, documenting the inspiring moment that had the attention of an entire country, and crowds that cheered and payed homage to a token of American history.

Execution

It started with a big idea. Could a Toyota Tundra tow something from the space program. Shortly after that, Toyota's long standing, philanthropic partnership with the California Science Center produced that opportunity. The Space Shuttle Endeavour was coming to Los Angeles and needed a tow over the 405 Highway.

Unlike most big productions, we started out very small, but with a major purpose. Toyota needed to prove itself to the Science Center, NASA, Boeing, Caltrans, Sarens, and the politicians of California that if could do this task. Over the 4th of July weekend, we quickly assembled and descended upon Lodi, California with a crew of 3 cameras to capture the first test. Additionally, armed with 10 Go Pros, we strategically placed them on, under, and in the Tundra to show the stress on its systems. We lined the trailer that carried 360,00 pounds of cement blocks to demonstrate the rolling friction that would occur in a real-case scenario, and we focused on the hitch - the small pin - that connected the entire truck to trailer. The test was a success... but would only be the first of many more tests to come. Our footage made the rounds and made believers, but the skeptics needed more. We filmed three more tests, with our crew serving both a technical and creative purpose, and we finally got a green light. The Toyota Tundra will tow the Shuttle Endeavour over the 405.

We scouted all of Los Angeles, choosing 18 camera positions, helicopters, chasing vehicles on the runway at LAX, and searching for various mountain tops and busy city streets to capture the awe of the Shuttle Endeavour's majestic arrival into the Los Angeles airspace on the back of 747.

There was a crucial challenge: we only had one shot at this.There were no second takes and never again would the Shuttle fly or be traversed through the core of a major city in front of millions of spectators.

We worked closely with LAPD, Crenshaw PD and CalTrans. We coordinated 86 cameras to capture the13-mile ride and worked around the clock for this 3-day journey. Our helicopter hovered above the 405 highway to capture the moment, and cranes were positioned in the closed 405 off-ramp to show the immensity and reaction to that moment when the Tundra inched its way across the bridge amongst cheers of thousands of spectators.

What was once only a big idea became a reality thanks to the production crew and the collaboration from all the groups involved. This footage of a historical and once-in-a-lifetime event now lives online in a series of webisodes, multiple commercials, and films that play at the California Science Center and will serve to inspire wonder and education for the future generations.

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