TEDxUSC
Adam Sadowsky: How to engineer a viral music video
Adam Sadowsky projektira zarazan glazbeni spot
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1,147,291 views
Bend "OK Go" poželjeli su ogromni Rube Goldbergov stroj za svoj sljedeći glazbeni spot -- Adam Sandowsky i njegov tim bili su zaduženi za izgradnju. Ispričao je priču o trudu i projektiranju koja stoji iza ove labirintske kreacije koja je ubrzo postala YouTube senzacija.
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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Pozdrav svima!
00:17
I'm going to be talking a little bit about
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Pričat ću vam o
00:19
music, machines and life.
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glazbi, strojevima i životu.
00:22
Or, more specifically,
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Ili, točnije,
00:25
what we learned from the creation of a very large and complicated machine
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što smo naučili iz stvaranja veoma velikog i kompliciranog stroja
00:28
for a music video.
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za potrebe glazbenog spota.
00:30
Some of you may recognize this image.
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Neki od vas prepoznaju ovu sliku.
00:32
This is the opening frame of the video that we created.
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Ovo je početni prizor iz spota kojeg smo napravili.
00:35
We'll be showing the video at the end,
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Video ćemo prikazati na kraju,
00:37
but before we do, I want to talk a little bit about
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a prije nego što to učinimo, želio bih nešto reći o tome
00:40
what it is that they wanted.
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što su oni željeli.
00:42
Now, when we first started talking to OK Go --
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Dakle, kada smo započeli pregovore s bendom OK Go --
00:45
the name of the song is "This Too Shall Pass" --
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ime pjesme je "This Too Shall Pass" --
00:48
we were really excited because
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bili smo zbilja uzbuđeni jer su
00:50
they expressed interest in building a machine that they could dance with.
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oni izrazili želju za izgradnjom stroja uz kojeg bi mogli plesati.
00:53
And we were very excited about this
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I bili smo vrlo uzbuđeni oko toga
00:55
because, of course,
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jer, naravno,
00:57
they have a history of dancing with machines.
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oni su poznati po plesanju sa strojevima.
01:00
They're responsible for this video, "Here It Goes Again."
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Odgovorni su za ovaj spot, "Here It Goes Again".
01:03
50-million-plus views on YouTube.
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Više od 50 milijuna pregleda na YouTubeu.
01:05
Four guys dancing on treadmills,
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Četiri čovjeka plešu na trakama za trčanje,
01:08
no cuts, just a static camera.
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bez rezova, samo statična kamera.
01:10
A fantastically viral and wonderful video.
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Stvarno zarazan i prekrasan video.
01:12
So we were really excited about working with them.
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Zato smo bili veoma uzbuđeni što ćemo raditi s njima.
01:14
And we sort of started talking about what it is that they wanted.
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Počeli smo razgovarati o tome što oni žele.
01:17
And they explained that they wanted
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I objasnili su nam da žele
01:19
kind of a Rube Goldberg machine.
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neku vrstu Rube Goldbergovog stroja.
01:21
Now, for those of you who don't know,
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Sada, za one koji ne znaju,
01:24
a Rube Goldberg machine
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Rube Goldbergov stroj
01:26
is a complicated contraption,
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je kompliciran izum,
01:28
an incredibly over-engineered piece of machinery
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primjer nevjerojatno projektiranog stroja
01:31
that accomplishes a relatively simple task.
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koji ostvaruje relativno jednostavan zadatak.
01:34
So we were excited by this idea,
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Bili smo uzbuđeni zbog te ideje
01:36
and we started talking about
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i počeli smo razgovarati o tome
01:38
exactly what it would look like.
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kako bi stroj točno izgledao.
01:40
And we came up with some parameters, because,
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I tako smo smislili neke parametre, jer
01:42
you know, building a Rube Goldberg machine
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morate biti svjesni da u izradi Rube Goldbergovog stroja
01:44
has limitations,
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postoje ograničenja,
01:47
but it also is pretty wide open.
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ali je to ujedno prilično slobodan posao.
01:50
And we wanted to make sure that we did something
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Morali smo biti sigurni da ćemo napraviti nešto
01:52
that would work for a music video.
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što će biti prikladno za glazbeni spot.
01:55
So we came up with a list of requirements,
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Sastavili smo popis želja,
01:58
the "10 commandments,"
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"10 zapovjedi",
02:00
and they were, in order of ascending difficulty:
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i poredali ih uzlazno po zahtjevnosti.
02:03
The first is "No magic."
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Prva je "Nema magije!".
02:05
Everything that happened on screen had to be
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Sve što se događa na ekranu mora biti
02:07
very easily understood by a typical viewer.
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lako razumljivo tipičnom gledatelju.
02:09
The rule of thumb was that, if my mother couldn't understand it,
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Jednostavno pravilo kaže, ako moja majka to ne može razumjeti,
02:12
then we couldn't use it in the video.
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nećemo to koristiti u videu.
02:14
They wanted band integration,
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Željeli su integraciju benda,
02:16
that is, the machine acting upon the band members,
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to jest, stroj je u prvom planu,
02:19
specifically not the other way around.
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a ne obrnuto.
02:21
They wanted the machine action to follow the song feeling.
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Željeli su da kretanje stroja prati emociju pjesme.
02:24
So as the song picks up emotion,
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Dakle, kako se razvija emocija,
02:26
so should the machine
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tako i stroj treba
02:28
get grander in its process.
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postajati veličanstveniji.
02:30
They wanted us to make use of the space.
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Željeli su da iskoristimo prostor.
02:32
So we have this 10,000-square-foot warehouse we were using,
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Odlučili smo se za skladište površine 10.000 kvadrata
02:35
divided between two floors.
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podijeljeno na dva kata.
02:37
It included an exterior loading dock.
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To je uključivalo i dok za utovar.
02:39
We used all of that, including a giant hole in the floor
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Sve smo to koristili, uključujući i ogromnu rupu u podu
02:42
that we actually descended the camera and cameraman through.
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u koju smo spustili kamermana s kamerom.
02:45
They wanted it messy, and we were happy to oblige.
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Željeli su da bude neuredno, a mi smo im rado ispunili želju.
02:48
The machine itself would start the music.
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Sam stroj je pokretao glazbu.
02:50
So the machine would get started,
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Dakle stroj bi se pokrenuo,
02:52
it would travel some distance,
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neko vrijeme bi radio,
02:54
reacting along the way,
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reagirajući putem
02:56
hit play on an iPod or a tape deck
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te pritisnuo PLAY na iPod-u, kazetofonu
02:58
or something that would start playback.
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ili nečemu što bi pokrenulo playback.
03:00
And the machine would maintain synchronization throughout.
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I stroj bi održavao sinkronizaciju cijelim putem.
03:03
And speaking of synchronization,
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Govoreći o sinkronizaciji,
03:05
they wanted it to sync to the rhythm
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željeli su da stroj bude sinkroniziran s ritmom
03:07
and to hit specific beats along the way.
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i da pogodi točno određene udarce.
03:11
Okay. (Laughter)
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U redu. (Smijeh)
03:14
They wanted it to end precisely on time.
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Željeli su da sve završi točno na vrijeme.
03:17
Okay, so now the start to finish timing has to be perfect.
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U redu, sada nam izračun vremena od početka do kraja mora biti savršen.
03:20
And they wanted the music to drop out
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I željeli su da glazba u videu
03:22
at a certain point in the video
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u jednom trenutku nestane
03:24
and actual live audio from the machine
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te da se uživo snimi stroj
03:26
to play part of the song.
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koji svira određeni dio pjesme.
03:29
And as if that wasn't enough,
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I kao da to sve nije bilo dovoljno,
03:31
all of these incredibly complicating things, right,
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sve te nevjerovatno komplicirane stvari, točno,
03:34
they wanted it in one shot.
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željeli su da to snimimo u jednom komadu.
03:36
(Laughter)
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(Smijeh)
03:38
(Applause)
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(Pljesak)
03:43
Okay.
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Ok.
03:46
So, just some statistics
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Sada samo neki statistički podaci
03:48
about what we went through in the process.
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o tome kroz što smo sve prošli.
03:50
The machine itself has
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U stroju je sadržano
03:52
89 distinct interactions.
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89 različitih interakcija.
03:54
It took us 85 takes
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Trebalo nam je 85 pokušaja
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to get it on film
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dok nismo bili
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to our satisfaction.
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zadovoljni snimkom.
04:01
Of those 85 takes,
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Od tih 85 pokušaja,
04:03
only three actually successfully completed their run.
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samo tri su zapravo uspješno ispale.
04:07
We destroyed two pianos
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Uništili smo dva glasovira
04:09
and 10 televisions in the process.
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i 10 televizora tijekom snimanja.
04:12
We went to Home Depot well over a hundred times.
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Išli u trgovinu Home Depot preko stotinu puta.
04:15
(Laughter)
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(Smijeh)
04:17
And we lost one high-heeled shoe
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I izgubili smo jednu štiklu
04:20
when one of our engineers, Heather Knight,
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kada je jedna od naših inženjerki, Heather Knight,
04:22
left her high-heeled shoe -- after a nice dinner,
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ostavila svoje cipele -- poslije ugodne večere,
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and returned back to the build --
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vratila se u skladište --
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and left it in a pile of stuff.
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i ostavila ih na hrpi stvari.
04:28
And another engineer thought, "Well, that would be a really good thing to use"
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Drugi inženjer je pomislio, "Ovo bi nam moglo koristiti.",
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and ended up using it as a really nice trigger.
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i cipela je završila kao dosta zgodan prekidač.
04:32
And it's actually in the machine.
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I zbilja je u stroju.
04:35
So what did we learn from all of this?
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Koju smo pouku izvukli iz svega ovoga?
04:37
Well, having completed this,
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Pa, budući da smo dovršili taj posao,
04:39
we have the opportunity to step back and reflect
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imamo priliku vratiti se unazad i promisliti
04:41
on some of the things.
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o nekim stvarima.
04:43
And we learned that small stuff stinks.
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Naučili smo da su male stvari bez veze.
04:45
Little balls in wooden tracks
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Male loptice u drvenim stazama
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are really susceptible to
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su zbilja podložne
04:50
humidity and temperature and a little bit of dust,
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vlazi, temperaturi i maloj količini prašini,
04:52
and they fall out of the tracks,
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ispadaju iz staza
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the exact angles makes it hard to get right.
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te zbog kuteva stvar postaje komplicirana.
04:56
And yet, a bowling ball will always follow the same path.
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S druge strane, kugla za kuglanje će uvijek ići istim putem.
04:59
It doesn't matter what temperature it is,
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Bez obzira na to kolika je temperatura,
05:01
doesn't matter what's in its way;
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bez obzira što joj se nalazi na putu,
05:03
it will pretty much get where it needs to go.
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vrlo vjerojatno je da će ići onim putem kojim treba ići.
05:05
But as much as the small stuff stinks, we needed somewhere to start,
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No, iako su male stvari bez veze, negdje moramo početi
05:07
so that we would have somewhere to go.
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kako bismo nekamo mogli stići.
05:09
And so you have to start with it. You have to focus on it.
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Moramo početi s tim. Moramo se usredotočiti.
05:12
Small stuff stinks,
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Male stvari su bez veze,
05:14
but, of course, it's essential, right?
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ali su, naravno, neophodne.
05:16
What else? Planning is incredibly important.
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Što još? Planiranje je veoma važno.
05:19
(Laughter)
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(Smijeh)
05:23
You know, we spent a lot of time ideating
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Znate, potrošili smo dosta vremena zamišljajući
05:25
and even building some of these things.
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i sastavljajući neke od ovih stvari.
05:27
It's been said that, "No battle plan
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Jednom je rečeno, "Nijedan ratni plan
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survives contact with the enemy."
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nije preživio kontakt s neprijateljem."
05:31
I think our enemy was physics --
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Ja mislim da je naš neprijatelj bila fizika --
05:33
(Laughter)
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(Smijeh)
05:35
and she's a cruel mistress.
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a to je jedna zla gospođa.
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Often, we had to pull things out as a result
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Često smo morali vaditi neke stvari van
05:40
because of timing or aesthetics or whatever.
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kako bi udovoljili vremenu, estetici i koječemu.
05:43
And so while planning is important, so is flexibility.
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Dakle, planiranje je važno, ali moramo biti fleksibilni.
05:46
These are all things that ended up
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Mnogo stvari se nije održalo
05:48
not making it into the final machine.
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u zadnjoj verziji stroja.
05:50
So also, put reliable stuff last,
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Isto tako, pouzdane stvari stavite na kraj,
05:54
the stuff that's going to run every time.
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stvari koje će upaliti svaki put.
05:56
Again, small to large is relevant here.
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I ponovo, važno je ići od manjeg prema većem.
05:59
The little Lego car in the beginning of the video
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Mali Lego autić na početku videa
06:02
references the big, real car
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odgovara velikom, pravom automobilu
06:04
near the end of the video.
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pri kraju videa.
06:06
The big, real car works every time; there's no problem about it.
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Veliki, pravi auto radi svaki put; nismo imali problema s njim.
06:09
The little one had a tendency to try to run off the track
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Mali autić je ponekad znao otići izvan staze
06:11
and that's a problem.
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i to je bio problem.
06:13
But you don't want to have to reset the whole machine
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Ne želite biti primorani da ponovno pokrećete cijeli stroj
06:15
because the Lego car at the end doesn't work, right.
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zbog toga što je Lego autić na kraju zakazao, zar ne?
06:17
So you put that up front so that, if it fails,
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Zato njega stavite na početak, ako zataji,
06:19
at least you know
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barem nećete
06:21
you don't have to reset the whole thing.
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morati sve resetirati.
06:23
Life can be
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Život zna biti
06:26
messy.
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neuredan.
06:29
There were incredibly difficult moments in the building of this thing.
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Bilo je nevjerovatno teških trenutaka u sastavljanju ovog čuda.
06:32
Months were spent in this tiny, cold warehouse.
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Mjeseci su potrošeni u ovom malom, hladnom skladištu.
06:35
And the wonderful elation that we had
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I predivni zanos koji smo osjetili
06:37
when we finally completed it.
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kada smo konačno dovršili posao.
06:39
So it's important to remember that whether it's good or it's bad,
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Uvijek trebamo biti svjesni da bilo dobro, ili loše,
06:42
"This Too Shall Pass."
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"I to će proći".
06:44
Thank you very much.
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Hvala puno.
06:46
(Applause)
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(Pljesak)
06:52
And now to introduce
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I sada da predstave
06:54
their music video,
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svoj video,
06:56
we have OK Go.
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OK Go.
06:58
OK Go: An introduction. Hello TEDxUSC.
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Ok Go: Uvod. Pozdrav, TEDxUSC.
07:00
We are OK Go.
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Mi smo Ok Go.
07:02
What are we doing? Oh, just hanging out with our Grammy. What what!
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Što radimo? Ma, samo se družimo sa svojim Grammy-em. Ha ha!
07:05
It think we can do better than this. Hello TEDxUSC.
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Mislim da možemo bolje od ovog. Pozdrav, TEDxUSC.
07:08
We are OK Go. Have you read the "Natural Curiosity Cabinet?"
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Jeste li čitali "The Cabinet of Natural Curiosity"?
07:11
I mean, "Curiosity" -- excuse me.
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Mislim, znatiželjnost... Ispričajte me.
07:13
Let me start again.
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Počet ću ispočetka.
07:15
We need some more ridiculous things besides "The Cabinet of Natural Curiosities."
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Trebamo još smiješnih stvari pored ove knjige.
07:18
Tim's sundial hat.
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Timov šešir.
07:20
Have you seen the new work they've done to the Waltz Towers?
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Jeste li vidjeli što su učinili Waltz tornjevima?
07:22
Sorry, start again.
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Sorry, ispočetka.
07:24
(Barking)
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(Lavež)
07:26
Dogs.
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Psi.
07:28
Hello, TEDxUSC. We are OK Go,
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Pozdrav TEDxUSC,
07:30
and this our new video, "This Too Shall Pass."
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i ovo je naš novi spot, "This Too Shall Pass".
07:33
[unclear]
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[nejasno]
07:35
Kay, we can still do one better I think, yeah.
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Kay, mislim da još uvijek možemo bolje od ovoga, da.
07:38
That one's pretty good. It's getting better.
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Ovo je dosta dobro. Popravljamo se.
08:04
(Music)
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(Glazba)
08:21
♫ You know you can't keep letting it get you down ♫
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♫ Znaš da ne smiješ dozvoliti da te povuče dolje ♫
08:24
♫ And you can't keep dragging that dead weight around ♫
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♫ I ne možeš neprestano nositi naokolo tu mrtvačku težinu ♫
08:33
♫ If there ain't all that much to lug around ♫
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♫ Ako to i nije puno za vući naokolo ♫
08:36
♫ Better run like hell when you hit the ground ♫
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♫ Bolje bježi kada dotakneš dno ♫
08:44
♫ When the morning comes ♫
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♫ Kada dođe jutro♫
08:50
♫ When the morning comes ♫
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♫ Kada dođe jutro♫
08:56
♫ You can't stop these kids from dancing ♫
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♫ Ne možeš spriječiti ovu djecu da plešu ♫
08:59
♫ Why would you want to? ♫
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♫ Zašto bi to želio? ♫
09:01
♫ Especially when you're already getting yours ♫
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♫ Posebno kada ti već dobivaš svoje ♫
09:08
♫ Cuz if your mind don't move and your knees don't bend ♫
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♫ Jer ako se tvoje misli ne kreću i tvoja koljena ne savijaju ♫
09:11
♫ Well don't go blaming the kids again ♫
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♫ Pa, nemoj opet kriviti djecu ♫
09:19
♫ When the morning comes ♫
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♫ Kada dođe jutro♫
09:25
♫ When the morning comes ♫
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♫ Kada dođe jutro♫
09:31
♫ When the morning comes ♫
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♫ Kada dođe jutro♫
09:37
♫ When the morning comes ♫
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♫ Kada dođe jutro♫
09:40
♫ When the morning comes ♫
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♫ Kada dođe jutro♫
09:43
♫ When the morning comes ♫
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♫ Kada dođe jutro♫
09:54
♫ Let it go ♫
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♫ Pusti ♫
09:58
♫ This too shall pass ♫
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♫ I to će proći ♫
10:06
♫ Let it go ♫
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♫ Pusti ♫
10:10
♫ This too shall pass ♫
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♫ I to će proći ♫
10:18
♫ You know you can't keep letting it get you down ♫
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♫ Znaš da ne smiješ dozvoliti da te povuče dolje ♫
10:21
♫ No, you can't keep letting it get you down ♫
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♫ Ne, ne smiješ dozvoliti da te povuče dolje ♫
10:30
♫ Let it go ♫
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♫ Pusti ♫
10:34
♫ This too shall pass ♫
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♫ I to će proći ♫
10:40
♫ When the morning comes ♫
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♫ Kada dođe jutro ♫
10:46
♫ When the morning comes ♫
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♫ Kada dođe jutro ♫
10:52
♫ When the morning comes ♫
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♫ Kada dođe jutro ♫
11:04
♫ When the morning comes ♫
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♫ Kada dođe jutro ♫
11:13
(Cheering)
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(Navijanje)
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