The man behind OK Go’s ‘Rube Goldberg machine’

When OK Go was planning its most recent viral video (profiled on this blog back in March), the band enlisted the help of Adam Sadowsky, president of Syyn Labs which has a reputation for merging art and technology to create interactive projects. The band knew it wanted a Rube Goldberg machine as the video’s key element. As Sadowsky explains in his TED presentation, a Rube Goldberg machine is a deliberately over-engineered machine that performs a very simple task in a very complex fashion, usually including a chain reaction. It’s a fascinating look behind the scenes of one of our favorite viral videos, and, in a way, it helps to explain our interest in it: as we all strive to lead more considered lives, we navigate this line between complex issues, chain reactions and simple tasks.

The truth is, LTT actually strives for the opposite of the Rube Goldberg machine- we look to address complexities through simple, one degree solutions. But what we really love is seeing where innovation, creativity and resourcefullness all meet up for a drink.

  • Tags: Brands, Design, Have you checked out...?, Inspiration, People, Simple Change
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