HTC One smartphones taken 12,000 feet in the sky, take photos of models
To celebrate the launch of its One series of Android smartphones, HTC has staged "the world's first free fall fashion shoot". Filmed in the skies over Arizona, it featured model and champion skydiver Roberta Mancino and Nick Jojola - an amateur photographer and HTC fan who was asked to capture the event using an HTC One smartphone.
It took 35 free-fall leaps and a total crew of 9 skydivers including lighting experts, mid-air make-up artists, and smoke machine carrying divers. LA Times stylist Hayley Atkin was the one responsible for outfitting Roberta, and for that task he chose a design by Martin Izquierdo, who has worked on numerous Hollywood costumes including the latest Spiderman outfit. What Roberta was dressed in was a "futuristic mirrored bodysuit" made out of 75 pieces of plexi glass and a jacket with feathers that were hand sewn in order to withstand the 126mph free-fall.
Besides trying to grab the audience's attention, the goal of this marketing stunt is to show off the photo and video taking capabilities of the HTC One smartphones regardless of the conditions. And sure enough, with the help of the HTC ImageChip, smartphones from the One series need only 0.7 seconds to boot and 0.2 seconds to lock the focus in place. Also, the back-illuminated sensor and f/2.0 aperture should make a difference when lighting conditions are not optimal.
What do you think of this HTC marketing campaign? Would it make people want to grab a HTC One handset or would it be a dud? Tell us what you think in the comments below.