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How do you advertise space-age transportation technology that doesn’t exist yet? By taking a long, nostalgic look at what came before it.
That’s the approach taken by Micky Coyne and Pete Harvey—two independent creatives who’ve been working directly with Hyperloop Transportation Technologies and its CMO, Robert Miller—in an evocative, beautifully shot 1:20 spot rolling out this week.
The commercial, titled “Here Lies,” is styled as a eulogy for the Rust Belt, the section of the U.S. in the Midwest and Great Lakes region that was once a powerhouse of industry but has since suffered economic decline and urban decay in the face of changing technologies.
But “Here Lies” heralds a new transit technology—space-age capsules that fly humans in pneumatic-style tubes at 700 miles an hour.
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