On Racetrack with Daytona 500 Champion

In 2016, Seiko Watch Corporation enlisted Media Lab to capture Joey Logano, the Daytona 500 champion, burning rubber at Hickory Motor Speedway in North Carolina for their new ad campaign promoting the popular Pulsar brand of watches.

To keep up with the NASCAR champ, we utilized a Porsche-based Cine Vehicle equipped with an Ultimate Arm™—a high-speed, high-torque, gyro-stabilized remote-controlled camera crane designed for extreme operating conditions and ensuring high image stability.

Unlike other camera cranes, the arm and counterbalanced rear of the Ultimate Arm™ are independent of each other. This unique feature allows the crane arm to absorb frequency and reduce the oscillating effect that often plagues more rigid arms.

Directed by Abigail Honor, our crew captured hours of slow-motion and full-speed footage in 8K resolution on our specially tuned Red Helium camera. This footage became the cornerstone of the expansive “Life. In Real Time” campaign, featured on broadcast TV and social media.