TEDxUSC
Adam Sadowsky: How to engineer a viral music video
看亞當薩多斯基如何設計出一支風靡網路的音樂錄影帶
Filmed:
Readability: 3.3
1,147,291 views
樂團OK Go想要在他們最新的音樂錄影帶裡，打造一個巨大的"魯布-戈德堡機械裝置"，而亞當薩多斯基的團隊接受了這個挑戰。他將告訴各位這支在Youtube上快速竄紅的音樂錄影帶的拍攝過程，和背後的驚人創意。
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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大家好
00:17
I'm going to be talking a little bit about
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等一下我要跟各位聊聊有關
00:19
music, machines and life.
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音樂、機械、和生活
00:22
Or, more specifically,
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或者更具體地說
00:25
what we learned from the creation of a very large and complicated machine
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我們能從一個為了拍MV而做的龐大、複雜的機器中
00:28
for a music video.
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學到些什麼
00:30
Some of you may recognize this image.
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可能有些人看過這照片中的場景
00:32
This is the opening frame of the video that we created.
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這是我們設計的音樂錄影帶的開頭
00:35
We'll be showing the video at the end,
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演講最後我們會播放這卷音樂錄影帶
00:37
but before we do, I want to talk a little bit about
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在此之前，我想告訴各位
00:40
what it is that they wanted.
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他們對這影片的訴求
00:42
Now, when we first started talking to OK Go --
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當我們開始和OK Go這樂團討論
00:45
the name of the song is "This Too Shall Pass" --
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他們的作品"一切終將過去"時
00:48
we were really excited because
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我們覺得非常興奮，因為
00:50
they expressed interest in building a machine that they could dance with.
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他們想要一個能與人共舞的機械裝置
00:53
And we were very excited about this
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另一個讓我們感到興奮的
00:55
because, of course,
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那是因為
00:57
they have a history of dancing with machines.
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他們過去有類似的豐富經驗
01:00
They're responsible for this video, "Here It Goes Again."
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他們自製的音樂錄影帶"我們又來了!"
01:03
50-million-plus views on YouTube.
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在Youtube上超過5千萬的瀏覽次數
01:05
Four guys dancing on treadmills,
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4個大男人在跑步機上跳舞
01:08
no cuts, just a static camera.
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沒有剪接，只用一台固定的攝影機拍攝
01:10
A fantastically viral and wonderful video.
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這影片不但在網路上快速傳播而且非常完美
01:12
So we were really excited about working with them.
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所以我們真的很高興有機會跟他們合作
01:14
And we sort of started talking about what it is that they wanted.
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我們一開始在初步討論時
01:17
And they explained that they wanted
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他們就指出
01:19
kind of a Rube Goldberg machine.
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他們想要一個"魯布-戈德堡機械裝置"
01:21
Now, for those of you who don't know,
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現場可能有人不知道這是什麼
01:24
a Rube Goldberg machine
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魯布-戈德堡機械裝置
01:26
is a complicated contraption,
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它的構造非常複雜
01:28
an incredibly over-engineered piece of machinery
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並且用極端缺乏效率的運作過程
01:31
that accomplishes a relatively simple task.
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去完成一件極簡單的事情
01:34
So we were excited by this idea,
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我們對這個構想非常感興趣
01:36
and we started talking about
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於是我們開始著手
01:38
exactly what it would look like.
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並與他們討論詳細內容
01:40
And we came up with some parameters, because,
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我們想出一些裝置在設計上的主要條件
01:42
you know, building a Rube Goldberg machine
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你們要瞭解，搭建魯布-戈德堡機械裝置
01:44
has limitations,
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有些限制
01:47
but it also is pretty wide open.
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但它同時也是很開放的
01:50
And we wanted to make sure that we did something
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而我們希望我們所作的成果
01:52
that would work for a music video.
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能夠完整呈現在音樂錄影帶裡面
01:55
So we came up with a list of requirements,
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所以我們將這些條件條列化
01:58
the "10 commandments,"
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稱為"10誡"
02:00
and they were, in order of ascending difficulty:
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依照執行難度依序告訴各位
02:03
The first is "No magic."
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第一，不用複雜取巧的戲法
02:05
Everything that happened on screen had to be
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影片內容要親民
02:07
very easily understood by a typical viewer.
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任何觀眾都要能看的懂
02:09
The rule of thumb was that, if my mother couldn't understand it,
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簡單來說，若有我老媽感到困惑的部份
02:12
then we couldn't use it in the video.
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這部份就不能出現在影片中
02:14
They wanted band integration,
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第二，要融入樂團成員
02:16
that is, the machine acting upon the band members,
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機器的運作過程能讓樂團成員參與其中
02:19
specifically not the other way around.
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不能只有機器在表演
02:21
They wanted the machine action to follow the song feeling.
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第三，機器的運作要配合音樂的節奏與情緒
02:24
So as the song picks up emotion,
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如果音樂來到情緒表現比較強的部份
02:26
so should the machine
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那麼機器呈現的運作過程
02:28
get grander in its process.
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就必須比較華麗、壯觀
02:30
They wanted us to make use of the space.
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第四，要利用廣大的空間
02:32
So we have this 10,000-square-foot warehouse we were using,
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所以我們找了一個上下二層
02:35
divided between two floors.
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合計1萬平方英呎的大倉庫
02:37
It included an exterior loading dock.
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倉庫有一個裝卸貨物的月台
02:39
We used all of that, including a giant hole in the floor
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我們利用倉庫裡的所有東西，包括地板上的大坑洞
02:42
that we actually descended the camera and cameraman through.
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讓我們的攝影機和工作人員能順利拍攝
02:45
They wanted it messy, and we were happy to oblige.
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第五，要看起來很凌亂，這我們很願意效勞
02:48
The machine itself would start the music.
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第六，裝置可以啟動音樂
02:50
So the machine would get started,
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當裝置啟動時
02:52
it would travel some distance,
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它要能跑來跑去
02:54
reacting along the way,
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並在這過程中不斷啟動各種開關
02:56
hit play on an iPod or a tape deck
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然後啟動iPod或錄音帶的播放
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or something that would start playback.
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或是一些錄音裝置
03:00
And the machine would maintain synchronization throughout.
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裝置要能與音樂同步化
03:03
And speaking of synchronization,
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他們要求的同步化
03:05
they wanted it to sync to the rhythm
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不但裝置運作要跟著音樂的節拍走
03:07
and to hit specific beats along the way.
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還要能配合特定的節拍點
03:11
Okay. (Laughter)
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........好吧
03:14
They wanted it to end precisely on time.
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要能在精準的時間內結束
03:17
Okay, so now the start to finish timing has to be perfect.
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好吧，所以裝置的啟動到結束要非常精準
03:20
And they wanted the music to drop out
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然後在影片中的特定時刻
03:22
at a certain point in the video
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必須要把音樂停止播放
03:24
and actual live audio from the machine
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沒有音樂的這個時段
03:26
to play part of the song.
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要用機器的運作來發出聲音
03:29
And as if that wasn't enough,
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這些還不夠
03:31
all of these incredibly complicating things, right,
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拍攝這支影片
03:34
they wanted it in one shot.
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還要一鏡到底不剪接
03:36
(Laughter)
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(笑)
03:38
(Applause)
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(掌聲)
03:43
Okay.
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好吧
03:46
So, just some statistics
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那麼，針對這個裝置
03:48
about what we went through in the process.
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我們做了一些統計
03:50
The machine itself has
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它擁有
03:52
89 distinct interactions.
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89個不同的互動裝置
03:54
It took us 85 takes
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我們前前後後
03:57
to get it on film
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拍了85次
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to our satisfaction.
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確保有達到我們想要的成果
04:01
Of those 85 takes,
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在這85次的拍攝中
04:03
only three actually successfully completed their run.
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只有3次成功的把所有機關都啟動
04:07
We destroyed two pianos
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拍攝過程中我們共砸了2台鋼琴
04:09
and 10 televisions in the process.
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還有10台電視機
04:12
We went to Home Depot well over a hundred times.
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我們逛了100多次的家得寶 (註:美國家庭飾品與建材的零售商)
04:15
(Laughter)
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(笑)
04:17
And we lost one high-heeled shoe
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有人還弄丟了一支高跟鞋
04:20
when one of our engineers, Heather Knight,
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某天，我們的工程師海瑟奈特
04:22
left her high-heeled shoe -- after a nice dinner,
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在浪漫的燭光晚餐後
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and returned back to the build --
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她回到倉庫工作
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and left it in a pile of stuff.
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然後把高跟鞋跟一些道具放在一起
04:28
And another engineer thought, "Well, that would be a really good thing to use"
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另一位工程師看到了，覺得"嗯，這應該可以好好利用"
04:30
and ended up using it as a really nice trigger.
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最後這鞋子也真的成為一個很棒的機關
04:32
And it's actually in the machine.
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它就是這樣不見的
04:35
So what did we learn from all of this?
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講半天，我們到底學到什麼?
04:37
Well, having completed this,
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基本上，是在完成之後
04:39
we have the opportunity to step back and reflect
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我們才有機會回頭來審視
04:41
on some of the things.
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到底得到了些什麼
04:43
And we learned that small stuff stinks.
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我們深刻體會到"魔鬼就在細節裡"
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Little balls in wooden tracks
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我們在木版上刻溝槽
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are really susceptible to
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想讓小鋼珠能順著溝槽前進，但順利與否
04:50
humidity and temperature and a little bit of dust,
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要取決於濕度、溫度、有沒有灰塵
04:52
and they fall out of the tracks,
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沒顧好這些細節就很難控制小珠子
04:54
the exact angles makes it hard to get right.
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軌道角度一點點不對就會影響球的走向
04:56
And yet, a bowling ball will always follow the same path.
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如果用的是保齡球就不會有這樣的困擾
04:59
It doesn't matter what temperature it is,
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不用管啥溫度還是什麼
05:01
doesn't matter what's in its way;
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也不用太關心它的行經路線
05:03
it will pretty much get where it needs to go.
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因為它本身的重量體積能幫助它順利前進
05:05
But as much as the small stuff stinks, we needed somewhere to start,
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越小的東西需要越多的注意力，我們需要正確的基本態度
05:07
so that we would have somewhere to go.
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以便我們能前往共同一致的目標
05:09
And so you have to start with it. You have to focus on it.
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任何人都應該了解這一點，不管做任何事都一樣
05:12
Small stuff stinks,
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魔鬼就在細節裡
05:14
but, of course, it's essential, right?
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但細節是最重要的
05:16
What else? Planning is incredibly important.
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還學到什麼?大家都知道事前規劃超級重要
05:19
(Laughter)
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(該死的平面配置圖)
05:23
You know, we spent a lot of time ideating
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你們要瞭解，概念發想到機械建構 (施壓點) (某東西踢倒書)
05:25
and even building some of these things.
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花了我們不少時間
05:27
It's been said that, "No battle plan
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古人有云：任何作戰計畫，
05:29
survives contact with the enemy."
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跟敵人交鋒後都是廢紙一張
05:31
I think our enemy was physics --
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我們的敵人就是物理學
05:33
(Laughter)
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(最後的書打到槓桿) (假手啟動iPod)
05:35
and she's a cruel mistress.
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它是個難搞的傢伙
05:38
Often, we had to pull things out as a result
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常常我們需要改變計畫 (啟動低音喇叭 震波啟動坡道上的球)
05:40
because of timing or aesthetics or whatever.
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因為時間有限、美感訴求、還有種種因素
05:43
And so while planning is important, so is flexibility.
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事前規劃很重要，也要有彈性地做變化
05:46
These are all things that ended up
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要順利完成這台裝置
05:48
not making it into the final machine.
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必須要取捨一些東西
05:50
So also, put reliable stuff last,
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我們會把失敗率較低的機關設在後面
05:54
the stuff that's going to run every time.
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這些機關總是能順利啟動，不需費心
05:56
Again, small to large is relevant here.
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小道具跟大道具的機關設置也是一樣
05:59
The little Lego car in the beginning of the video
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出現在片頭的樂高玩具車
06:02
references the big, real car
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和片尾的實體車
06:04
near the end of the video.
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互相呼應
06:06
The big, real car works every time; there's no problem about it.
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這台實體車做的機關每次操作總是很穩定
06:09
The little one had a tendency to try to run off the track
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樂高小車卻很容易偏離軌道
06:11
and that's a problem.
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這是個問題
06:13
But you don't want to have to reset the whole machine
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你不想要因為這台玩具車在最後沒有啟動
06:15
because the Lego car at the end doesn't work, right.
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導致整個過程重來
06:17
So you put that up front so that, if it fails,
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所以我們決定把小車機關放在前面
06:19
at least you know
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就算這機關沒啟動
06:21
you don't have to reset the whole thing.
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你至少知道不需要重新設置全部機關
06:23
Life can be
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人生可能是
06:26
messy.
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混亂的
06:29
There were incredibly difficult moments in the building of this thing.
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為了打造這台裝置我們經歷了許多難以想像的艱苦時刻
06:32
Months were spent in this tiny, cold warehouse.
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好幾個月耗在又小又冷的倉庫裡
06:35
And the wonderful elation that we had
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而到了最後
06:37
when we finally completed it.
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我們享受嚐到了甜美的成果
06:39
So it's important to remember that whether it's good or it's bad,
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請記住，不管人生中發生了怎樣的喜事，或是壞事
06:42
"This Too Shall Pass."
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"這一切終將過去"
06:44
Thank you very much.
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感謝各位
06:46
(Applause)
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(掌聲)
06:52
And now to introduce
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現在跟各位介紹
06:54
their music video,
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由OK Go帶來的
06:56
we have OK Go.
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這支音樂錄影帶
06:58
OK Go: An introduction. Hello TEDxUSC.
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輪到我們自我介紹了。哈囉，TEDxUSC論壇的各位
07:00
We are OK Go.
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我們是OK Go
07:02
What are we doing? Oh, just hanging out with our Grammy. What what!
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現在要幹麼?跟大家分享葛來美得獎心得吧。啥???
07:05
It think we can do better than this. Hello TEDxUSC.
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這次要正經一點啦。哈囉，TEDxUSC論壇的各位
07:08
We are OK Go. Have you read the "Natural Curiosity Cabinet?"
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我們是OK Go.你們有看過自藍奇珍這本書嗎?
07:11
I mean, "Curiosity" -- excuse me.
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對不起，是自"然"奇珍 (18世紀植物手繪本)
07:13
Let me start again.
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重來一次
07:15
We need some more ridiculous things besides "The Cabinet of Natural Curiosities."
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我們從《自然奇珍》這本書看到很多超酷炫的東西
07:18
Tim's sundial hat.
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提姆的日晷帽
07:20
Have you seen the new work they've done to the Waltz Towers?
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你們有沒有看過Waltz Towers的最新作品?
07:22
Sorry, start again.
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抱歉，再重來一次
07:24
(Barking)
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(汪汪)
07:26
Dogs.
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....有狗來亂
07:28
Hello, TEDxUSC. We are OK Go,
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哈囉，TEDxUSC論壇的各位，我們是OK Go
07:30
and this our new video, "This Too Shall Pass."
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很高興跟各位分享我們的新MV"一切終將過去"
07:33
[unclear]
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[不清晰]
07:35
Kay, we can still do one better I think, yeah.
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凱，我覺得我們可以再錄一次
07:38
That one's pretty good. It's getting better.
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這次真的不錯，有進步了
08:04
(Music)
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(前奏)
08:21
♫ You know you can't keep letting it get you down ♫
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♫你知道終要放下讓人煩心的事情♫
08:24
♫ And you can't keep dragging that dead weight around ♫
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♫身邊的累贅也該甩掉♫
08:33
♫ If there ain't all that much to lug around ♫
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♫若沒有太多事情拖累你♫
08:36
♫ Better run like hell when you hit the ground ♫
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♫你跌倒的時候就應該要快點站起來♫
08:44
♫ When the morning comes ♫
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♫黎明終會到來♫
08:50
♫ When the morning comes ♫
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♫黎明終會到來♫
08:56
♫ You can't stop these kids from dancing ♫
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♫你不該阻止孩子們的夢想♫
08:59
♫ Why would you want to? ♫
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♫你為何會想這麼做?♫
09:01
♫ Especially when you're already getting yours ♫
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♫ 尤其是你已經得到你想要的了♫
09:08
♫ Cuz if your mind don't move and your knees don't bend ♫
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♫若因為是你還沒拋棄陳舊觀念和做好準備♫
09:11
♫ Well don't go blaming the kids again ♫
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♫就別再牽拖到孩子身上了♫
09:19
♫ When the morning comes ♫
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♫黎明終會到來♫
09:25
♫ When the morning comes ♫
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♫黎明終會到來♫
09:31
♫ When the morning comes ♫
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♫黎明終會到來♫
09:37
♫ When the morning comes ♫
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♫黎明終會到來♫
09:40
♫ When the morning comes ♫
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♫黎明終會到來♫
09:43
♫ When the morning comes ♫
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♫黎明終會到來♫
09:54
♫ Let it go ♫
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♫放開手♫
09:58
♫ This too shall pass ♫
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♫一切終將過去♫
10:06
♫ Let it go ♫
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♫放開手♫
10:10
♫ This too shall pass ♫
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♫一切終將過去♫
10:18
♫ You know you can't keep letting it get you down ♫
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♫你知道終要放下讓人煩心的事情♫
10:21
♫ No, you can't keep letting it get you down ♫
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♫沒錯，甩掉身邊的累贅吧♫
10:30
♫ Let it go ♫
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♫讓它去吧♫
10:34
♫ This too shall pass ♫
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♫一切終將過去♫
10:40
♫ When the morning comes ♫
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♫黎明終會到來♫
10:46
♫ When the morning comes ♫
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♫黎明終會到來♫
10:52
♫ When the morning comes ♫
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♫黎明終會到來♫
11:04
♫ When the morning comes ♫
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♫黎明終會到來♫
11:13
(Cheering)
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(歡呼)
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