TEDxUSC
Adam Sadowsky: How to engineer a viral music video
Adams Sadovskis izstrādā virālo mūzikas video
Filmed:
Readability: 3.3
1,147,291 views
Grupa OK Go nosapņoja ideju par milzīgu Rūba Goldberga mašīnu savam nākošajam mūzikas video -- un Adama Sadovska komanda ķērās pie tās izstrādes. Viņš stāsta stāstu par centieniem un inženieriju aiz labirintiskā veidojuma, kas ātri kļuva par YouTube sensāciju.
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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Sveicināti.
00:17
I'm going to be talking a little bit about
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Es mazliet parunāšu par
00:19
music, machines and life.
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mūziku, mašīnām un dzīvi.
00:22
Or, more specifically,
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Vai precīzāk to,
00:25
what we learned from the creation of a very large and complicated machine
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ko mēs iemācījāmies, veidojot ļoti lielu un sarežģītu mašīnu
00:28
for a music video.
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mūzikas video klipam.
00:30
Some of you may recognize this image.
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Daži no jums varbūt atpazīst šo attēlu
00:32
This is the opening frame of the video that we created.
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Tas ir sākuma attēls videoklipam, kuru mēs veidojām.
00:35
We'll be showing the video at the end,
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Mēs rādīsim videoklipu beigās,
00:37
but before we do, I want to talk a little bit about
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bet pirms tam es vēlos mazliet parunāt par to,
00:40
what it is that they wanted.
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kas bija tas, ko viņi vēlējās.
00:42
Now, when we first started talking to OK Go --
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Kad mēs pirmoreiz runājām ar OK Go --
00:45
the name of the song is "This Too Shall Pass" --
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dziesmas nosaukums ir "This Too Shall Pass" --
00:48
we were really excited because
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mēs bijām ļoti priecīgi, jo
00:50
they expressed interest in building a machine that they could dance with.
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viņi izrādīja interesi būvēt mašīnu, ar kuru viņi varētu dejot.
00:53
And we were very excited about this
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Un mums tas likās ļoti interesanti,
00:55
because, of course,
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jo, protams,
00:57
they have a history of dancing with machines.
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viņiem ir vēsture dejošanā ar mašīnām.
01:00
They're responsible for this video, "Here It Goes Again."
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Viņi ir atbildīgi par šo video, "Here It Goes Again".
01:03
50-million-plus views on YouTube.
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Vairāk kā 50 miljonu skatījumi YouTube portālā.
01:05
Four guys dancing on treadmills,
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Četri puiši dejo uz skriešanas trenežieriem,
01:08
no cuts, just a static camera.
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nekādas montāžas, tikai nekustīga kamera.
01:10
A fantastically viral and wonderful video.
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Fantastiski virāls un brīnišķīgs video.
01:12
So we were really excited about working with them.
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Mēs bijām ļoti priecīgi sadarboties ar viņiem
01:14
And we sort of started talking about what it is that they wanted.
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Un mēs sākām pārrunāt, kas tad ir tas, ko viņi vēlējās.
01:17
And they explained that they wanted
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Un viņi paskaidroja, ka viņi vēlas
01:19
kind of a Rube Goldberg machine.
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tādu kā Rūba Goldberga mašīnu.
01:21
Now, for those of you who don't know,
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Tiem, kas to nezina,
01:24
a Rube Goldberg machine
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Rūba Goldberga mašīna
01:26
is a complicated contraption,
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ir sarežģīta iekārta,
01:28
an incredibly over-engineered piece of machinery
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neticami pār-inženierēta mašīna,
01:31
that accomplishes a relatively simple task.
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kas paveic salīdzinoši vienkāršu uzdevumu.
01:34
So we were excited by this idea,
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Mēs bijām priecīgi satraukti,
01:36
and we started talking about
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un mēs sākām runāt par to,
01:38
exactly what it would look like.
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kā tā tieši izskatīsies.
01:40
And we came up with some parameters, because,
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Un mēs nonācām pie dažiem parametriem --
01:42
you know, building a Rube Goldberg machine
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jūs ziniet, Rūba Goldberga mašīnas būvei
01:44
has limitations,
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ir ierobežojumi,
01:47
but it also is pretty wide open.
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bet ir arī plašas iespējas.
01:50
And we wanted to make sure that we did something
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Un mēs vēlējāmies pārliecināties, ka mēs daram kaut ko,
01:52
that would work for a music video.
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kas derētu mūzikas video.
01:55
So we came up with a list of requirements,
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Tad mēs nonācām pie nepieciešamību saraksta,
01:58
the "10 commandments,"
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10 baušļi,
02:00
and they were, in order of ascending difficulty:
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un tie bija sakārtoti pēc pieaugošas sarežģītības pakāpes:
02:03
The first is "No magic."
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Pirmais ir "Nekādas maģijas"
02:05
Everything that happened on screen had to be
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Visam, kas notika ekrānā, bija jābūt
02:07
very easily understood by a typical viewer.
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vidusmēra skatītājam vienkārši saprotamam
02:09
The rule of thumb was that, if my mother couldn't understand it,
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Mēraukla bija - ja mana mamma nevarēja saprast,
02:12
then we couldn't use it in the video.
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tad mēs to nevarējām lietot video.
02:14
They wanted band integration,
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Viņi vēlējās grupas iesaistīšanos,
02:16
that is, the machine acting upon the band members,
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tas ir, mašīna darbotos pār grupas dalībniekiem,
02:19
specifically not the other way around.
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precīzi tā un ne otrādi
02:21
They wanted the machine action to follow the song feeling.
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Viņi vēlējās, lai dziesmas sajūtu varētu manīt mašīnas darbībās.
02:24
So as the song picks up emotion,
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Dziesmai augot emocionāli,
02:26
so should the machine
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mašīnas procesiem
02:28
get grander in its process.
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bija jākļūst izteiksmīgākiem.
02:30
They wanted us to make use of the space.
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Viņi vēlējās, lai mēs izmantojam telpu lietderīgi.
02:32
So we have this 10,000-square-foot warehouse we were using,
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Mums bija 10 tūkstoš kvadrātpēdu liela noliktava, ko mēs izmantojām,
02:35
divided between two floors.
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tā bija sadalīta divos stāvos.
02:37
It included an exterior loading dock.
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Tājā iekļauta bija arī ārējā iekraušanas platforma.
02:39
We used all of that, including a giant hole in the floor
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Mēs izmantojām to visu, arī milzu caurumu grīdā,
02:42
that we actually descended the camera and cameraman through.
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kurā mēs laidām lejup kameru un operatoru.
02:45
They wanted it messy, and we were happy to oblige.
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Viņi vēlējās to neizkoptu, un mēs bijām priecīgi tam paklausīt.
02:48
The machine itself would start the music.
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Mašīna pati arī iesāktu mūziku.
02:50
So the machine would get started,
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Mašīna iedarbotos,
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it would travel some distance,
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tad tā ceļotu kādu gabalu,
02:54
reacting along the way,
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reaģējot pa ceļam,
02:56
hit play on an iPod or a tape deck
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uzspiestu ieslēgšanas pogu uz iPod vai kasešu dekas,
02:58
or something that would start playback.
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vai kā cita, kas sāktu spēlēt mūziku.
03:00
And the machine would maintain synchronization throughout.
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Un mašīna saglabātu sinhronizāciju visu laiku.
03:03
And speaking of synchronization,
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Runājot par sinhronizāciju,
03:05
they wanted it to sync to the rhythm
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viņi vēlējās, lai mašīna darbotos sinhroni ritmam
03:07
and to hit specific beats along the way.
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un tajā pašā laikā arī spēlētu noteiktus toņus.
03:11
Okay. (Laughter)
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Labi. (Smejas)
03:14
They wanted it to end precisely on time.
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Viņi vēlējās, lai tā apstājās precīzi laikā.
03:17
Okay, so now the start to finish timing has to be perfect.
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Labi, laikam jābūt saplānotam perfekti no sākuma līdz beigām.
03:20
And they wanted the music to drop out
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Un viņi vēlējās, lai mūzika pārstātu spēlēt
03:22
at a certain point in the video
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konkrētā vietā video
03:24
and actual live audio from the machine
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un tiešraides skaņa no mašīnas
03:26
to play part of the song.
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spēlētu to dziesmas daļu.
03:29
And as if that wasn't enough,
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Un, tā kā, ja tas jau nebūtu pietiekami,
03:31
all of these incredibly complicating things, right,
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visas šīs neticami sarežģītās lietas, vai ne,
03:34
they wanted it in one shot.
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viņi vēlējās vienā kadrā.
03:36
(Laughter)
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(Smejas)
03:38
(Applause)
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(Aplausi)
03:43
Okay.
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Labi.
03:46
So, just some statistics
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Tātad, neliela statistika
03:48
about what we went through in the process.
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lietām, ar kurām saskārāmies procesā.
03:50
The machine itself has
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Mašīnai pati veic
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89 distinct interactions.
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89 atšķirīgas darbības.
03:54
It took us 85 takes
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Mums bija nepieciešami 85 mēģinājumi,
03:57
to get it on film
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lai to visu nofilmētu,
03:59
to our satisfaction.
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un mūs tas apmierinātu.
04:01
Of those 85 takes,
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No šiem 85 mēģinājumiem
04:03
only three actually successfully completed their run.
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faktiski tikai trīs noritēja veiksmīgi.
04:07
We destroyed two pianos
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Procesā mēs sabeidzām
04:09
and 10 televisions in the process.
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divas klavieres un 10 televizorus.
04:12
We went to Home Depot well over a hundred times.
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Mēs devāmies uz Home Depot veikalu vairāk kā simts reizes.
04:15
(Laughter)
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(Smejas)
04:17
And we lost one high-heeled shoe
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Un mēs pazaudējām vienu augstpapēžu kurpi,
04:20
when one of our engineers, Heather Knight,
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kad viena no mūsu inženieriem, Hetere Naita,
04:22
left her high-heeled shoe -- after a nice dinner,
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atstāja savu augstpapēžu kurpi -- pēc jaukām vakariņām,
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and returned back to the build --
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un atgriezās turpināt darbu
04:26
and left it in a pile of stuff.
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un atstāja kurpi mantu kaudzē.
04:28
And another engineer thought, "Well, that would be a really good thing to use"
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Un cits inženieris nodomāja: "Tā būtu ļoti laba lieta, ko izmantot."
04:30
and ended up using it as a really nice trigger.
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Un beigās to izmantoja kā sprūdu.
04:32
And it's actually in the machine.
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Un tā patiešām ir mašīnā.
04:35
So what did we learn from all of this?
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Un ko tad mēs iemācījāmies no visa šī?
04:37
Well, having completed this,
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Mums, paveicot visu,
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we have the opportunity to step back and reflect
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mums ir iespēja atkāpties un paskatīties
04:41
on some of the things.
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uz dažām lietām.
04:43
And we learned that small stuff stinks.
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Un mēs sapratām, ka mazas lietas nekam neder.
04:45
Little balls in wooden tracks
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Mazas bumbiņas uz koka celiņiem
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are really susceptible to
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ir ļoti nepastāvīgas attiecībā uz
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humidity and temperature and a little bit of dust,
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mitrumu, temperatūru un nelielu putekļu daudzumu,
04:52
and they fall out of the tracks,
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un tās izkrīt no celiņiem,
04:54
the exact angles makes it hard to get right.
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stūra leņķus ir grūti noregulēt.
04:56
And yet, a bowling ball will always follow the same path.
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Un tomēr, boulinga bumba vienmēr ies pa to pašu ceļu.
04:59
It doesn't matter what temperature it is,
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Nav svarīgi kāda ir temperatūra,
05:01
doesn't matter what's in its way;
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nav svarīgi, kas ir tās ceļā;
05:03
it will pretty much get where it needs to go.
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tā lielā mērā nonāks tur, kur tai vajag būt.
05:05
But as much as the small stuff stinks, we needed somewhere to start,
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Lai arī mazās lietas nekam nederēja, mums vajadzēja kaut kur sākt,
05:07
so that we would have somewhere to go.
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lai mēs varētu kaut kur nonākt.
05:09
And so you have to start with it. You have to focus on it.
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Un tāpēc tev jāsāk ar to. Un jākoncentrējas uz to.
05:12
Small stuff stinks,
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Mazās lietas nekam neder,
05:14
but, of course, it's essential, right?
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bet, protams, tās ir nepieciešamas, vai ne?
05:16
What else? Planning is incredibly important.
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Kas vēl? Plānošana ir neticami svarīga.
05:19
(Laughter)
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(Smejas)
05:23
You know, we spent a lot of time ideating
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Ziniet, mēs daudz laika pavadījām prātojot
05:25
and even building some of these things.
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un pat būvējot dažas no šīm lietām.
05:27
It's been said that, "No battle plan
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Saka, ka "neviens kara plāns
05:29
survives contact with the enemy."
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neiztur saskari ar pretinieku".
05:31
I think our enemy was physics --
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Es domāju, ka mūsu pretinieks bija fizika.
05:33
(Laughter)
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(Smejas)
05:35
and she's a cruel mistress.
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un viņa ir nežēlīga saimniece.
05:38
Often, we had to pull things out as a result
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Kā rezultātā mums bieži nācās atkāpties
05:40
because of timing or aesthetics or whatever.
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laika vai estētikas, vai kā cita dēļ.
05:43
And so while planning is important, so is flexibility.
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Un, lai arī plānošana ir svarīga, arī elastība ir nozīmīga.
05:46
These are all things that ended up
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Tās ir visas tās lietas, kas nenonāca
05:48
not making it into the final machine.
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līdz gala mašīnai.
05:50
So also, put reliable stuff last,
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Kā arī, novietojiet uzticamās lietas beigās,
05:54
the stuff that's going to run every time.
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lietas, kas vienmēr darbosies pareizi.
05:56
Again, small to large is relevant here.
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Vēlreiz, ir nozīmīgi sākt no mazām un pāriet uz lielām lietām.
05:59
The little Lego car in the beginning of the video
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Mazā Lego mašīnīte video sākumā
06:02
references the big, real car
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atsaucas ar lielo, īsto auto
06:04
near the end of the video.
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klipa beigu daļā.
06:06
The big, real car works every time; there's no problem about it.
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Lielā, īstā automašīna darbojas vienmēr, ar to nav nekādu problēmu.
06:09
The little one had a tendency to try to run off the track
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Mazā mašīnīte mēdza nobraukt no trases
06:11
and that's a problem.
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un tā ir problēma.
06:13
But you don't want to have to reset the whole machine
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Bet tu nevēlies pārkārtot visu ierīci
06:15
because the Lego car at the end doesn't work, right.
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tikai tādēļ, ka mazā Lego mašīnīte beigās nedarbojas, vei ne?
06:17
So you put that up front so that, if it fails,
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Tādēļ tu to novieto ierīces sākumā, lai, ja tā pieviļ,
06:19
at least you know
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tu vismaz zini,
06:21
you don't have to reset the whole thing.
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ka tev nav jāpārkārto visa ierīce.
06:23
Life can be
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Dzīve mēdz būt
06:26
messy.
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nekārtīga.
06:29
There were incredibly difficult moments in the building of this thing.
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Šīs ierīces izgatavošanā bija neticami grūti brīži.
06:32
Months were spent in this tiny, cold warehouse.
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Šajā mazajā, aukstajā noliktavā tika pavadīti mēneši.
06:35
And the wonderful elation that we had
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Un mums bija brīnišķīgs pacilājums,
06:37
when we finally completed it.
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kad mēs to beidzot pabeidzām.
06:39
So it's important to remember that whether it's good or it's bad,
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Tādēļ ir svarīgi atcerēties to, lai vai tas ir labs vai slikts --
06:42
"This Too Shall Pass."
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"This Too Shall Pass".
06:44
Thank you very much.
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Liels paldies!
06:46
(Applause)
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(Aplausi)
06:52
And now to introduce
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Un tagad, lai iepazīstinātu
06:54
their music video,
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ar savu mūzikas video,
06:56
we have OK Go.
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ar mums ir OK Go.
06:58
OK Go: An introduction. Hello TEDxUSC.
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OK Go: Ievads. Sveiki TedxUSC!
07:00
We are OK Go.
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Mēs esam OK Go.
07:02
What are we doing? Oh, just hanging out with our Grammy. What what!
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Ko mēs darām? Mēs pavadām laiku ar savu Grammy. Ko ko?
07:05
It think we can do better than this. Hello TEDxUSC.
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Es domāju, ka mēs varam labāk. Sveiki TEDxUSC!
07:08
We are OK Go. Have you read the "Natural Curiosity Cabinet?"
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Mēs esam OK Go. Vai jūs esat lasījuši "Dabīgās ziņkārības kabinetu"?
07:11
I mean, "Curiosity" -- excuse me.
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Es domāju "Ziņkārību", piedodiet.
07:13
Let me start again.
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Ļaujiet man sākt vēlreiz.
07:15
We need some more ridiculous things besides "The Cabinet of Natural Curiosities."
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Mums nepieciešamas daudz smieklīgākas lietas par "Dabīgo ziņkārību kabinetu".
07:18
Tim's sundial hat.
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Tima saules pulksteņa cepure.
07:20
Have you seen the new work they've done to the Waltz Towers?
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Vai esat redzējuši, ko jaunu viņi izdarījuši ar Valša torņiem?
07:22
Sorry, start again.
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Atvainojiet, sāksim atkal.
07:24
(Barking)
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(Rejas)
07:26
Dogs.
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Suņi.
07:28
Hello, TEDxUSC. We are OK Go,
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Sveicināti TEDxUSC! Mēs esam OK Go.
07:30
and this our new video, "This Too Shall Pass."
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Un šis ir mūsu jaunais video "This Too Shall Pass".
07:33
[unclear]
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[nesaprotami]
07:35
Kay, we can still do one better I think, yeah.
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Kej, mēs varam labāk, es domāju, jā.
07:38
That one's pretty good. It's getting better.
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Tas bija tīri labi. Nu jau paliek labāk.
08:04
(Music)
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(Mūzika)
08:21
♫ You know you can't keep letting it get you down ♫
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♫ Jūs zināt, jūs nevarat ļaut tam sevi ietekmēt ♫
08:24
♫ And you can't keep dragging that dead weight around ♫
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♫ Un tu nevari to beigto svaru vazāt sev līdz ♫
08:33
♫ If there ain't all that much to lug around ♫
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♫ Jo nav īsti nekā, ko vazāt līdzi ♫
08:36
♫ Better run like hell when you hit the ground ♫
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♫ Labāk skrien kā vells, kad skar zemi ♫
08:44
♫ When the morning comes ♫
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♫ Kad rīts nāk ♫
08:50
♫ When the morning comes ♫
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♫ Kad rīts nāk ♫
08:56
♫ You can't stop these kids from dancing ♫
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♫ Tu nevari apturēt šos bērnus no dejošanas ♫
08:59
♫ Why would you want to? ♫
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♫ Kādēļ tu to vēlētos? ♫
09:01
♫ Especially when you're already getting yours ♫
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♫ It īpaši, kad tu pats jau sāc ♫
09:08
♫ Cuz if your mind don't move and your knees don't bend ♫
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♫ Jo ja tavs prāts vairs nekust un ceļi nelokās ♫
09:11
♫ Well don't go blaming the kids again ♫
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♫ nedodies vainot bērnus atkal ♫
09:19
♫ When the morning comes ♫
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♫ Kad rīts nāk ♫
09:25
♫ When the morning comes ♫
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♫ Kad rīts nāk ♫
09:31
♫ When the morning comes ♫
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♫ Kad rīts nāk ♫
09:37
♫ When the morning comes ♫
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♫ Kad rīts nāk ♫
09:40
♫ When the morning comes ♫
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♫ Kad rīts nāk ♫
09:43
♫ When the morning comes ♫
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♫ Kad rīts nāk ♫
09:54
♫ Let it go ♫
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♫ Laid, lai iet ♫
09:58
♫ This too shall pass ♫
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♫ Tam ir jānotiek ♫
10:06
♫ Let it go ♫
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♫ Laid, lai iet ♫
10:10
♫ This too shall pass ♫
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♫ Tam ir jānotiek ♫
10:18
♫ You know you can't keep letting it get you down ♫
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♫ Jūs zināt, jūs nevarat ļaut tam sevi ietekmēt ♫
10:21
♫ No, you can't keep letting it get you down ♫
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♫ Nē, tu nevari ļaut tam sevi ietekmēt ♫
10:30
♫ Let it go ♫
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♫ Laid, lai iet ♫
10:34
♫ This too shall pass ♫
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♫ Tam ir jānotiek ♫
10:40
♫ When the morning comes ♫
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♫ Kad rīts nāk ♫
10:46
♫ When the morning comes ♫
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♫ Kad rīts nāk ♫
10:52
♫ When the morning comes ♫
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♫ Kad rīts nāk ♫
11:04
♫ When the morning comes ♫
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♫ Kad rīts nāk ♫
11:13
(Cheering)
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(Ovācijas)
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