TEDxUSC
Adam Sadowsky: How to engineer a viral music video
Adam Sadowsky nderton nje video me muzike virale.
Filmed:
Readability: 3.3
1,147,291 views
Banda OK Go enderronte idene e nje makinerie te madhe si ajo e Rube Goldberg per videoclipin e tyre te ardhshem , -- dhe ekipi i Adam Sadowsky ishte ngarkuar per ta ndertuar ate. Ai na tregon historine dhe perpjekjet e ndertimit te komplikuar qe u be menjehere nje sensacion i bujshem ne YouTube.
Adam Sadowsky - Creative entrepreneur
As the president of Syyn Labs, Adam Sadowsky merges art and technology to create interactive projects big and small. Full bio
As the president of Syyn Labs, Adam Sadowsky merges art and technology to create interactive projects big and small. Full bio
Double-click the English transcript below to play the video.
00:15
Hi there.
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Pershendetje
00:17
I'm going to be talking a little bit about
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Une do te flas pak rreth
00:19
music, machines and life.
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muzikes , makinerive , dhe jetes.
00:22
Or, more specifically,
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Ose me specifikisht ,
00:25
what we learned from the creation of a very large and complicated machine
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cfare ne mesuam nga krijimi e nje makinerie te madhe dhe komplikuar
00:28
for a music video.
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per nje video muzike
00:30
Some of you may recognize this image.
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Disa nga jush mund ta njohin kete imazh.
00:32
This is the opening frame of the video that we created.
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Kjo eshte hapja e nje pjese te videos qe ne kemi krijuar.
00:35
We'll be showing the video at the end,
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Ne do t'ju tregojme videon ne fund ,
00:37
but before we do, I want to talk a little bit about
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por perpara se ne ta bejme , Une duar te flas pak rreth
00:40
what it is that they wanted.
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cfare eshte ajo qe ata kerkuan .
00:42
Now, when we first started talking to OK Go --
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Kur ne fillim ne filluar te flisnim me OK Go--
00:45
the name of the song is "This Too Shall Pass" --
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emri i kenges eshte "This Too Shall Pass"--
00:48
we were really excited because
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ne ishim vertet te emecionuar sepse
00:50
they expressed interest in building a machine that they could dance with.
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ata shprehen interes per te ndertuar nje makineri me te cilen mund te kercenin.
00:53
And we were very excited about this
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Ne ishim shume te emocionuar rreth kesaj
00:55
because, of course,
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sepse, sigurisht,
00:57
they have a history of dancing with machines.
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ata kishin nje histori kercimi me makineri.
01:00
They're responsible for this video, "Here It Goes Again."
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Ata ishin pergjegjes per kete video, "Here It Goes Again"
01:03
50-million-plus views on YouTube.
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50-milion shikime ne Youtube .
01:05
Four guys dancing on treadmills,
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Kater djem te cilet kercenin ne makineri ecjesh
01:08
no cuts, just a static camera.
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asnje shkeputje, vetem nje kamera statike.
01:10
A fantastically viral and wonderful video.
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Nje video virale fantastike dhe e mrekullueshme.
01:12
So we were really excited about working with them.
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Keshtu qe ishim me te vertet te emocionuar per te punuar me ata.
01:14
And we sort of started talking about what it is that they wanted.
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Dhe ne filluar te flisnin rreth cfare ishte ajo qe ata kerkonin.
01:17
And they explained that they wanted
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Dhe ata na shpjeguan qe kerkonin
01:19
kind of a Rube Goldberg machine.
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nje tip makinerie Rube Goldberg.
01:21
Now, for those of you who don't know,
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Tani, per ata qe te cilet nga ju nuk e dine,
01:24
a Rube Goldberg machine
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nje makineri Rube Goldberg
01:26
is a complicated contraption,
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eshte nje paisje shume e komplikuar
01:28
an incredibly over-engineered piece of machinery
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nje makineri tmerrsisht e mbi-projekturar
01:31
that accomplishes a relatively simple task.
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qe permbush nje levizje the thjesht .
01:34
So we were excited by this idea,
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Ne ishim te emocionuar nga kjo ide,
01:36
and we started talking about
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dhe filluam te flisnim se
01:38
exactly what it would look like.
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si do te dukej ekzaktesisht.
01:40
And we came up with some parameters, because,
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Dhe arritem me disa parametra qe--
01:42
you know, building a Rube Goldberg machine
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ju e dini , te ndertosh nje makineri Rube Goldberg
01:44
has limitations,
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ka kufizime,
01:47
but it also is pretty wide open.
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por gjithashtu gjeresisht e hapur .
01:50
And we wanted to make sure that we did something
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Dhe ne donim te ishim te sigurte qe po benim dicka
01:52
that would work for a music video.
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qe do te funsiononte per nje video me muzike.
01:55
So we came up with a list of requirements,
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Keshu qe ne morem nje lisite per kerkesa,
01:58
the "10 commandments,"
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prej tipit te "10-te urdheresave,"
02:00
and they were, in order of ascending difficulty:
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dhe ato ishin, ne rregull veshtiresie:
02:03
The first is "No magic."
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E para eshte "Ska magji."
02:05
Everything that happened on screen had to be
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Cdo gje zhvillhen ne ekran duhet te jete
02:07
very easily understood by a typical viewer.
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lehtesisht e kuptueshme nga nje shikues tipik.
02:09
The rule of thumb was that, if my mother couldn't understand it,
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Regulli i gishtit ishte, nqs, mamaja ime s'do ta merrte vesh ate,
02:12
then we couldn't use it in the video.
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dhe ne s'do mundnim te perdorim ate video.
02:14
They wanted band integration,
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Ata donin integrim ne varesi te bandes,
02:16
that is, the machine acting upon the band members,
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qe so te thote qe makineria te leviz sipas pjestareve te bandes,
02:19
specifically not the other way around.
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specifikisht jo ne nje menyre tjeter.
02:21
They wanted the machine action to follow the song feeling.
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Ata donin levizjet e makinerise te ndiqnin ndienjen e kenges.
02:24
So as the song picks up emotion,
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Duke kapur kenga emocion,
02:26
so should the machine
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ashtu dhe makineria
02:28
get grander in its process.
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rritet ne vet procesin e saj .
02:30
They wanted us to make use of the space.
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Ata deshin qe ne te benim perdornim hapsiren.
02:32
So we have this 10,000-square-foot warehouse we were using,
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Keshutu qe ne kemi 10,000 metra katrore magazine qe po perdornim ,
02:35
divided between two floors.
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te ndare ne dy kate.
02:37
It included an exterior loading dock.
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Ajo perfshinte nje port te jashtme per ngarkime.
02:39
We used all of that, including a giant hole in the floor
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Ne e perdorem te gjithe ate , duke perfshire vrime gjigande ne kat
02:42
that we actually descended the camera and cameraman through.
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qe ne aktualisht zbrisnim kameren dhe kameramanin permes saj.
02:45
They wanted it messy, and we were happy to oblige.
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Ata e donit ate te remujshme , dhe ne ishim te lumtur per ta bere .
02:48
The machine itself would start the music.
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Makineria vet do te fillonte muziken.
02:50
So the machine would get started,
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Keshtu qe makineria te fillonte,
02:52
it would travel some distance,
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do te levizte ne nje distance,
02:54
reacting along the way,
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duke reaguar gjate rruges ,
02:56
hit play on an iPod or a tape deck
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duke ndezur nje iPod apo kasete
02:58
or something that would start playback.
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ose dicka qe do ta bente playback.
03:00
And the machine would maintain synchronization throughout.
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Dhe makineria do te mbante sinkronizimin gjate gjithe kohes.
03:03
And speaking of synchronization,
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Dhe duke folur rreth sinkronizimit,
03:05
they wanted it to sync to the rhythm
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ata donin te sinkronizomin ritmin
03:07
and to hit specific beats along the way.
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dhe goditjet e duhura ne vazhdim.
03:11
Okay. (Laughter)
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Ne rregull ( Qeshje )
03:14
They wanted it to end precisely on time.
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Ata donin qe ajo te mbaronte ne kohen e duhur.
03:17
Okay, so now the start to finish timing has to be perfect.
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Ok tani koha e nisjes dhe fundit duhet te ishin perfekte.
03:20
And they wanted the music to drop out
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Dhe ata donin qe muzika te nderpritej
03:22
at a certain point in the video
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ne nje pike te videos
03:24
and actual live audio from the machine
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dhe te degjohej zhurma nga makineria
03:26
to play part of the song.
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qe luante nje pjese nga kenga.
03:29
And as if that wasn't enough,
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Dhe sikur kjo te mos mjaftonte,
03:31
all of these incredibly complicating things, right,
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te tera ngaterresa te pabesueshme gjerash ,
03:34
they wanted it in one shot.
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ata i donin ne nje levizje .
03:36
(Laughter)
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( Qeshje )
03:38
(Applause)
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( Duartrokitje )
03:43
Okay.
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Ok .
03:46
So, just some statistics
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Ja, disa statistika
03:48
about what we went through in the process.
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reeth, disa nga gjerat qe perjetuam gjate procesit .
03:50
The machine itself has
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Makineria ne vetvete ka
03:52
89 distinct interactions.
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89 veprime te ndryshme .
03:54
It took us 85 takes
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Ne na u deshen 85 prova
03:57
to get it on film
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per ti vendosur ne nje film
03:59
to our satisfaction.
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per kenaqesine tone .
04:01
Of those 85 takes,
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Nga ato 85 provat,
04:03
only three actually successfully completed their run.
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vetem tre nga ato kompletuan detyren e tyre.
04:07
We destroyed two pianos
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Ne prishem dy piano
04:09
and 10 televisions in the process.
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dhe 10 televizora gjate procesit.
04:12
We went to Home Depot well over a hundred times.
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Ne shkuan reth 100 here tek Home Depot posacerisht per kete pune .
04:15
(Laughter)
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( Qeshje )
04:17
And we lost one high-heeled shoe
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Dhe ne humbem nje kepuce me take
04:20
when one of our engineers, Heather Knight,
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kur nje nga inxhinjeret tona,Heather Knight,
04:22
left her high-heeled shoe -- after a nice dinner,
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la njeren nga kepucet te saja me tak te larte ---mbas nje darke te mire ,
04:24
and returned back to the build --
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dhe u kthye per te ndertuar
04:26
and left it in a pile of stuff.
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dhe e la ate nje nje tufe me gjera .
04:28
And another engineer thought, "Well, that would be a really good thing to use"
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Dhe nje inxhinier tjeter mendoi, " Do te ishte me te vertet nje gje e mire per ta perdorur."
04:30
and ended up using it as a really nice trigger.
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Dhe e perfundoi duke perdorur taken si nje kembez te bukur .
04:32
And it's actually in the machine.
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Dhe eshte aktualisht ne makine.
04:35
So what did we learn from all of this?
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Pra cfare mesuam nga e gjitha kjo ?
04:37
Well, having completed this,
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Duke, perfunduar kete,
04:39
we have the opportunity to step back and reflect
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ne patem mundesine per te reflektuar
04:41
on some of the things.
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nga disa nga gjerat .
04:43
And we learned that small stuff stinks.
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Dhe ne mesuam qe gjerat e vogla mbajne ere te keqe.
04:45
Little balls in wooden tracks
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Topa te vegjel ne pjese druri
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are really susceptible to
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jane me te vertete te ndjeshem nga
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humidity and temperature and a little bit of dust,
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lageshtira dhe temperatura dhe pak pluhur ,
04:52
and they fall out of the tracks,
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dhe ato bien jashte binarve,
04:54
the exact angles makes it hard to get right.
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qe kendet ekzakte jane te veshtira per ti gjetur ekzakt .
04:56
And yet, a bowling ball will always follow the same path.
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Dhe akoma, nje top i bowling do te ndjeke gjithmone te njejten rruge.
04:59
It doesn't matter what temperature it is,
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Nuk ka rendesi sa eshte temperatura,
05:01
doesn't matter what's in its way;
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nuk ka rendesin se cfare i del para ;
05:03
it will pretty much get where it needs to go.
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do te shkoje atje ku ka nevoje te shkoje.
05:05
But as much as the small stuff stinks, we needed somewhere to start,
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Por aq shume sa gjerat e vogla vijne ere, ne na duhej ta fillonim diku,
05:07
so that we would have somewhere to go.
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keshtu qe do kishim ku te shkonim .
05:09
And so you have to start with it. You have to focus on it.
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Dhe keshtu qe duhet ta fillosh me te.Ti duket te fokusohesh ne te.
05:12
Small stuff stinks,
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Gjerat e vogla mbajne ere,
05:14
but, of course, it's essential, right?
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por, gjithashtu, eshte esenciale .
05:16
What else? Planning is incredibly important.
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Cfare tjeter ?Planifikimi eshte shume i rendesishem .
05:19
(Laughter)
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( Qeshura )
05:23
You know, we spent a lot of time ideating
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A e dini, ne kaluam nje kohe te gjate duke ideuar
05:25
and even building some of these things.
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dhe madje edhe ndertuam disa nga keto gjera.
05:27
It's been said that, "No battle plan
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Eshte thene qe, "Asnje plan lufte
05:29
survives contact with the enemy."
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nuk i mbijeton kontaktit me armikun"
05:31
I think our enemy was physics --
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Une mendoj qe armiku jone ishte fizika,
05:33
(Laughter)
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( Te qeshura )
05:35
and she's a cruel mistress.
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dhe ajo eshte nje dashur e mizore .
05:38
Often, we had to pull things out as a result
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Zakonisht ne duhet te terhiqnim gjerat si rezultat
05:40
because of timing or aesthetics or whatever.
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i kohes apo estetikes ose cfare dickaje tjeter
05:43
And so while planning is important, so is flexibility.
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Dhe kshu ndersa planifikimi eshte i rendesishem , keshtu eshte dhe fleksibiliteti.
05:46
These are all things that ended up
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Keto jane te gjitha gjera qe perfundojne
05:48
not making it into the final machine.
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per te mos ta bere nje nje makineri te plote .
05:50
So also, put reliable stuff last,
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Gjithashtu vendosni gjerat e besueshmene fund,
05:54
the stuff that's going to run every time.
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gjerat qe do te vihen ne pune cdo kohe.
05:56
Again, small to large is relevant here.
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Perseri te vogla per te medhaja jane te rendesishme ketu.
05:59
The little Lego car in the beginning of the video
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Makina e vogel prej Legosh ne fillim te videos
06:02
references the big, real car
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referon te madhen , makinen e vertet
06:04
near the end of the video.
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afer mbarimit te videos.
06:06
The big, real car works every time; there's no problem about it.
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Makina e madhe, e verteta punon cdo kohe, ska problem rreth asaj .
06:09
The little one had a tendency to try to run off the track
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Kjo e vogla ka tendencen te dali jashte nga rruga
06:11
and that's a problem.
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dhe ky eshte nje problem.
06:13
But you don't want to have to reset the whole machine
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Por ti nuk do te ta risistemosh te tere makinen
06:15
because the Lego car at the end doesn't work, right.
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sepse makina prej Legosh ne fund nuk punon apo jo .
06:17
So you put that up front so that, if it fails,
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Keshtu qe ti e ve ate ne fillim, ne menyre, qe po te deshtoj ,
06:19
at least you know
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te pakten ti e di
06:21
you don't have to reset the whole thing.
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ti e di qe nuk ke nevoje ta regulloshte te teren.
06:23
Life can be
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Jeta mund te jete
06:26
messy.
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e rremujshme .
06:29
There were incredibly difficult moments in the building of this thing.
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Kishte momente vertet te veshtira ne ndertimin e makinerise.
06:32
Months were spent in this tiny, cold warehouse.
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Muaj te tere kaluam nje kete magazine te ftohte .
06:35
And the wonderful elation that we had
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Nje ngazellim te madhe patem
06:37
when we finally completed it.
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kur perfundimisht e perfunduam ate.
06:39
So it's important to remember that whether it's good or it's bad,
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Keshtu qe eshte e rendesishme per te kujtuar qe edhe sikur te jete e mire apo e keqe,
06:42
"This Too Shall Pass."
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"Ajo gjithashtu do ta kaloje"
06:44
Thank you very much.
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Shume falemderit .
06:46
(Applause)
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( Duartrokitje )
06:52
And now to introduce
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Dhe tani per ta paraqitur
06:54
their music video,
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videon e muzises se tyre
06:56
we have OK Go.
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ne kemi Ok GO
06:58
OK Go: An introduction. Hello TEDxUSC.
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Ok GO: Ne prezantim. Hello TEDxUSC.
07:00
We are OK Go.
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Ne jemi Ok GO
07:02
What are we doing? Oh, just hanging out with our Grammy. What what!
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Cfare po bejme ne? Oh ne duke kaluar kohe me cmimin Grammy. Cfare cfare.
07:05
It think we can do better than this. Hello TEDxUSC.
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Une mendoj qe ne mund te bejme me mire se kjo. Hello TEDxUSC.
07:08
We are OK Go. Have you read the "Natural Curiosity Cabinet?"
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Ne jemi Ok Ec. A e keni lexuar" Kabinetin Natural te Kuriositetit?"
07:11
I mean, "Curiosity" -- excuse me.
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Duam te them, "Kurioziteti" -- me falni .
07:13
Let me start again.
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Me leni te filloj perseri.
07:15
We need some more ridiculous things besides "The Cabinet of Natural Curiosities."
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Ne na duket disa gjera qesharake me shume se "Kabinetit Natural te Kuriositetit"?
07:18
Tim's sundial hat.
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Kapelja e Timit .
07:20
Have you seen the new work they've done to the Waltz Towers?
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A e keni pare punen e re ne Kullat Waltz ?
07:22
Sorry, start again.
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Me falni , fillojme perseri .
07:24
(Barking)
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( Duke lehur )
07:26
Dogs.
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Qente.
07:28
Hello, TEDxUSC. We are OK Go,
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Hello, TEDxUSC. Ne jemi OK Go,
07:30
and this our new video, "This Too Shall Pass."
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Dhe kjo videoja jone e re, :Kjo gjithashtu do te kaloje"
07:33
[unclear]
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( e pa qarte )
07:35
Kay, we can still do one better I think, yeah.
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Kay ne mundemi te bejme akoma nje me te mire ,
07:38
That one's pretty good. It's getting better.
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Ajo gje eshte shume e mire,eshte duke u permirsuar
08:04
(Music)
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( Muzike )
08:21
♫ You know you can't keep letting it get you down ♫
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♫ E dini qe nuk mund ta lejosh ate te te mposhtë ♫
08:24
♫ And you can't keep dragging that dead weight around ♫
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♫Dhe nuk mund te vazhdosh te terheqesh ate pesh' te vdekur verdalle♫
08:33
♫ If there ain't all that much to lug around ♫
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♫ Nese nuk ka aq shume per te vazhduar♫
08:36
♫ Better run like hell when you hit the ground ♫
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♫ Me mire vrapo para se te biesh♫
08:44
♫ When the morning comes ♫
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♫ Kur vjen mengjesi ♫
08:50
♫ When the morning comes ♫
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♫ Kur vjen mengjesi ♫
08:56
♫ You can't stop these kids from dancing ♫
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♫ Nuk mund ti ndalosh keta femije se kercyeri ♫
08:59
♫ Why would you want to? ♫
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♫ Pse do doje ti ?♫
09:01
♫ Especially when you're already getting yours ♫
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♫ Vecanerisht kur je duke e mare tenden ♫
09:08
♫ Cuz if your mind don't move and your knees don't bend ♫
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♫ Sepse nese mendja jote nuk leviz dhe gjunjet e tu nuk perkulen♫
09:11
♫ Well don't go blaming the kids again ♫
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♫ Epo mos shko te fajesosh femijet perseri♫
09:19
♫ When the morning comes ♫
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♫ kur vjen mengjesi ♫
09:25
♫ When the morning comes ♫
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♫ Kur vjen mengjesi ♫
09:31
♫ When the morning comes ♫
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♫ Kur vjen mengjesi ♫
09:37
♫ When the morning comes ♫
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♫ Kur vjen mengjesi ♫
09:40
♫ When the morning comes ♫
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♫ Kur vjen mengjesi ♫
09:43
♫ When the morning comes ♫
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♫ Kur vjen mengjesi ♫
09:54
♫ Let it go ♫
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♫ Lere ate te shkoje♫
09:58
♫ This too shall pass ♫
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♫Kjo gjithashtu do te kaloje♫
10:06
♫ Let it go ♫
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♫ Lere ate te shkoje♫
10:10
♫ This too shall pass ♫
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♫Kjo gjithashtu do te kaloje♫
10:18
♫ You know you can't keep letting it get you down ♫
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♫ E dini qe nuk mund ta lejosh ate te te mposhtë ♫
10:21
♫ No, you can't keep letting it get you down ♫
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♫ E dini qe nuk mund ta lejosh ate te te mposhtë ♫
10:30
♫ Let it go ♫
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♫ lere te ike♫
10:34
♫ This too shall pass ♫
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♫Kjo gjithashtu do te kaloje♫
10:40
♫ When the morning comes ♫
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♫ Kur vjen mengjesi♫
10:46
♫ When the morning comes ♫
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♫ Kur vjen mengjesi♫
10:52
♫ When the morning comes ♫
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♫ Kur vjen mengjesi♫
11:04
♫ When the morning comes ♫
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♫ Kur vjen mengjesi♫
11:13
(Cheering)
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( Duke e mbeshtetur ate )
ABOUT THE SPEAKER
Adam Sadowsky - Creative entrepreneurAs the president of Syyn Labs, Adam Sadowsky merges art and technology to create interactive projects big and small.
Why you should listen
Adam Sadowsky is the president of Syyn Labs -- a collective of talented people that bring aesthetics and engineering together to create really nifty interactive art. Syyn Labs is responsible for a potpourri of interesting gizmos, from augmented reality namebadges to sound-reactive fire sculpture, but are best known for the huge Rube Goldberg machine created for OK Go's music video "This Too Shall Pass" that instantly went viral via YouTube.
In addition to engineering interactive art, Sadowsky serves as COO for the popular Mindshare LA events, where people across disciplines come together every month to share ideas (thought up while the founders were at TED2005). He is also the co-founder and vice president of the IBD Foundation, providing support to people with Crohn’s Disease and Ulcerative Colitis, having been diagnosed with the latter in 1984. Sadowsky has also worked in software, product design, video games, genetics research, online auctions and even had quite a successful acting stint, sharing the TV screen with both Jason Bateman and Matthew Perry.
Adam Sadowsky | Speaker | TED.com