ABOUT THE SPEAKER
Adam Sadowsky - Creative entrepreneur
As 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.

More profile about the speaker
Adam Sadowsky | Speaker | TED.com
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:
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。
- Creative entrepreneur
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你好 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音樂, machines and life.
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音樂、機械、和生活
00:22
Or, more specifically特別,
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或者更具體地說
00:25
what we learned學到了 from the creation創建 of a very large and complicated複雜 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音樂 video視頻.
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學到些什麼
00:30
Some of you may可能 recognize認識 this image圖片.
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可能有些人看過這照片中的場景
00:32
This is the opening開盤 frame of the video視頻 that we created創建.
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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展示 the video視頻 at the end結束,
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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開始 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名稱 of the song歌曲 is "This Too Shall Pass通過" --
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他們的作品"一切終將過去"時
00:48
we were really excited興奮 because
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我們覺得非常興奮,因為
00:50
they expressed表達 interest利益 in building建造 a machine that they could dance舞蹈 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興奮 about this
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另一個讓我們感到興奮的
00:55
because, of course課程,
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那是因為
00:57
they have a history歷史 of dancing跳舞 with machines.
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他們過去有類似的豐富經驗
01:00
They're responsible主管 for this video視頻, "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-million加 views意見 on YouTubeYouTube的.
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在Youtube上超過5千萬的瀏覽次數
01:05
Four guys dancing跳舞 on treadmills跑步機,
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4個大男人在跑步機上跳舞
01:08
no cuts削減, just a static靜態的 camera相機.
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沒有剪接,只用一台固定的攝影機拍攝
01:10
A fantastically飛馳 viral病毒 and wonderful精彩 video視頻.
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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興奮 about working加工 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分類 of started開始 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解釋 that they wanted
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他們就指出
01:19
kind of a Rube鄉巴佬 Goldberg戈德堡 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鄉巴佬 Goldberg戈德堡 machine
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魯布-戈德堡機械裝置
01:26
is a complicated複雜 contraption玩意兒,
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它的構造非常複雜
01:28
an incredibly令人難以置信 over-engineered過度設計 piece of machinery機械
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並且用極端缺乏效率的運作過程
01:31
that accomplishes完成 a relatively相對 simple簡單 task任務.
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去完成一件極簡單的事情
01:34
So we were excited興奮 by this idea理念,
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我們對這個構想非常感興趣
01:36
and we started開始 talking about
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於是我們開始著手
01:38
exactly究竟 what it would look like.
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並與他們討論詳細內容
01:40
And we came來了 up with some parameters參數, 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建造 a Rube鄉巴佬 Goldberg戈德堡 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限制,
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有些限制
01:47
but it also is pretty漂亮 wide open打開.
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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音樂 video視頻.
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能夠完整呈現在音樂錄影帶裡面
01:55
So we came來了 up with a list名單 of requirements要求,
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所以我們將這些條件條列化
01:58
the "10 commandments戒律,"
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稱為"10誡"
02:00
and they were, in order訂購 of ascending上升 difficulty困難:
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依照執行難度依序告訴各位
02:03
The first is "No magic魔法."
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第一,不用複雜取巧的戲法
02:05
Everything that happened發生 on screen屏幕 had to be
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影片內容要親民
02:07
very easily容易 understood了解 by a typical典型 viewer觀眾.
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任何觀眾都要能看的懂
02:09
The rule規則 of thumb拇指 was that, if my mother母親 couldn't不能 understand理解 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不能 use it in the video視頻.
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這部份就不能出現在影片中
02:14
They wanted band integration積分,
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第二,要融入樂團成員
02:16
that is, the machine acting演戲 upon the band members會員,
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機器的運作過程能讓樂團成員參與其中
02:19
specifically特別 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行動 to follow跟隨 the song歌曲 feeling感覺.
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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歌曲 picks精選 up emotion情感,
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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宏大 in its process處理.
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就必須比較華麗、壯觀
02:30
They wanted us to make use of the space空間.
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第四,要利用廣大的空間
02:32
So we have this 10,000-square-foot-平方英尺 warehouse倉庫 we were using運用,
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所以我們找了一個上下二層
02:35
divided分為 between之間 two floors地板.
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合計1萬平方英呎的大倉庫
02:37
It included包括 an exterior外觀 loading裝載 dock碼頭.
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倉庫有一個裝卸貨物的月台
02:39
We used all of that, including包含 a giant巨人 hole in the floor地板
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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其實 descended下降 the camera相機 and cameraman攝影師 through通過.
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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快樂 to oblige責成.
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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本身 would start開始 the music音樂.
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第六,裝置可以啟動音樂
02:50
So the machine would get started開始,
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當裝置啟動時
02:52
it would travel旅行 some distance距離,
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它要能跑來跑去
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reacting反應 along沿 the way,
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並在這過程中不斷啟動各種開關
02:56
hit擊中 play on an iPodiPod的 or a tape膠帶 deck甲板
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然後啟動iPod或錄音帶的播放
02:58
or something that would start開始 playback回放.
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或是一些錄音裝置
03:00
And the machine would maintain保持 synchronization同步 throughout始終.
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裝置要能與音樂同步化
03:03
And speaking請講 of synchronization同步,
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他們要求的同步化
03:05
they wanted it to sync同步 to the rhythm韻律
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不但裝置運作要跟著音樂的節拍走
03:07
and to hit擊中 specific具體 beats節拍 along沿 the way.
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還要能配合特定的節拍點
03:11
Okay. (Laughter笑聲)
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........好吧
03:14
They wanted it to end結束 precisely恰恰 on time.
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要能在精準的時間內結束
03:17
Okay, so now the start開始 to finish timing定時 has to be perfect完善.
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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音樂 to drop下降 out
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然後在影片中的特定時刻
03:22
at a certain某些 point in the video視頻
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必須要把音樂停止播放
03:24
and actual實際 live生活 audio音頻 from the machine
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沒有音樂的這個時段
03:26
to play part部分 of the song歌曲.
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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足夠,
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這些還不夠
03:31
all of these incredibly令人難以置信 complicating並發 things, right,
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拍攝這支影片
03:34
they wanted it in one shot射擊.
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還要一鏡到底不剪接
03:36
(Laughter笑聲)
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(笑)
03:38
(Applause掌聲)
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(掌聲)
03:43
Okay.
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好吧
03:46
So, just some statistics統計
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那麼,針對這個裝置
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about what we went through通過 in the process處理.
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我們做了一些統計
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The machine itself本身 has
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它擁有
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89 distinct不同 interactions互動.
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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
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to get it on film電影
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拍了85次
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to our satisfaction滿意.
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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其實 successfully順利 completed完成 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銷毀 two pianos鋼琴
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拍攝過程中我們共砸了2台鋼琴
04:09
and 10 televisions電視 in the process處理.
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還有10台電視機
04:12
We went to Home Depot倉庫 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笑聲)
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(笑)
04:17
And we lost丟失 one high-heeled高跟 shoe
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有人還弄丟了一支高跟鞋
04:20
when one of our engineers工程師, Heather石南屬 Knight騎士,
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某天,我們的工程師海瑟奈特
04:22
left her high-heeled高跟 shoe -- after a nice不錯 dinner晚餐,
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在浪漫的燭光晚餐後
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and returned back to the build建立 --
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她回到倉庫工作
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and left it in a pile of stuff東東.
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然後把高跟鞋跟一些道具放在一起
04:28
And another另一個 engineer工程師 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結束 up using運用 it as a really nice不錯 trigger觸發.
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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其實 in the machine.
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它就是這樣不見的
04:35
So what did we learn學習 from all of this?
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講半天,我們到底學到什麼?
04:37
Well, having completed完成 this,
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基本上,是在完成之後
04:39
we have the opportunity機會 to step back and reflect反映
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我們才有機會回頭來審視
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on some of the things.
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到底得到了些什麼
04:43
And we learned學到了 that small stuff東東 stinks.
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我們深刻體會到"魔鬼就在細節裡"
04:45
Little balls in wooden tracks軌道
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我們在木版上刻溝槽
04:48
are really susceptible易感 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濕度 and temperature溫度 and a little bit of dust灰塵,
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要取決於濕度、溫度、有沒有灰塵
04:52
and they fall秋季 out of the tracks軌道,
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沒顧好這些細節就很難控制小珠子
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the exact精確 angles makes品牌 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
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And yet然而, a bowling保齡球 ball will always follow跟隨 the same相同 path路徑.
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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溫度 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漂亮 much get where it needs需求 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東東 stinks, we needed需要 somewhere某處 to start開始,
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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某處 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開始 with it. You have to focus焦點 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東東 stinks,
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魔鬼就在細節裡
05:14
but, of course課程, it's essential必要, right?
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但細節是最重要的
05:16
What else其他? Planning規劃 is incredibly令人難以置信 important重要.
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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笑聲)
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(該死的平面配置圖)
05:23
You know, we spent花費 a lot of time ideatingideating
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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建造 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戰鬥 plan計劃
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古人有云:任何作戰計畫,
05:29
survives生存 contact聯繫 with the enemy敵人."
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跟敵人交鋒後都是廢紙一張
05:31
I think our enemy敵人 was physics物理 --
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我們的敵人就是物理學
05:33
(Laughter笑聲)
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(最後的書打到槓桿) (假手啟動iPod)
05:35
and she's a cruel殘忍 mistress情婦.
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它是個難搞的傢伙
05:38
Often經常, we had to pull things out as a result結果
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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定時 or aesthetics美學 or whatever隨你.
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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規劃 is important重要, so is flexibility靈活性.
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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結束 up
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要順利完成這台裝置
05:48
not making製造 it into the final最後 machine.
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必須要取捨一些東西
05:50
So also, put reliable可靠 stuff東東 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東東 that's going to run every一切 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相應 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樂高玩具 car汽車 in the beginning開始 of the video視頻
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出現在片頭的樂高玩具車
06:02
references引用 the big, real真實 car汽車
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和片尾的實體車
06:04
near the end結束 of the video視頻.
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互相呼應
06:06
The big, real真實 car汽車 works作品 every一切 time; there's no problem問題 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趨勢 to try to run off the track跟踪
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樂高小車卻很容易偏離軌道
06:11
and that's a problem問題.
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這是個問題
06:13
But you don't want to have to reset重啟 the whole整個 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樂高玩具 car汽車 at the end結束 doesn't work, right.
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導致整個過程重來
06:17
So you put that up front面前 so that, if it fails失敗,
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所以我們決定把小車機關放在前面
06:19
at least最小 you know
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就算這機關沒啟動
06:21
you don't have to reset重啟 the whole整個 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令人難以置信 difficult moments瞬間 in the building建造 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花費 in this tiny, cold warehouse倉庫.
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好幾個月耗在又小又冷的倉庫裡
06:35
And the wonderful精彩 elation高昂 that we had
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而到了最後
06:37
when we finally最後 completed完成 it.
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我們享受嚐到了甜美的成果
06:39
So it's important重要 to remember記得 that whether是否 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通過."
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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掌聲)
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(掌聲)
06:52
And now to introduce介紹
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現在跟各位介紹
06:54
their music音樂 video視頻,
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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介紹. Hello你好 TEDxUSCTEDxUSC.
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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格萊美. 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你好 TEDxUSCTEDxUSC.
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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自然 Curiosity好奇心 Cabinet內閣?"
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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好奇心" -- excuse藉口 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開始 again.
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重來一次
07:15
We need some more ridiculous荒謬 things besides除了 "The Cabinet內閣 of Natural自然 Curiosities趣聞."
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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蒂姆 sundial hat帽子.
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提姆的日晷帽
07:20
Have you seen看到 the new work they've他們已經 doneDONE to the Waltz華爾茲舞 Towers?
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你們有沒有看過Waltz Towers的最新作品?
07:22
Sorry, start開始 again.
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抱歉,再重來一次
07:24
(Barking叫聲)
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(汪汪)
07:26
Dogs小狗.
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....有狗來亂
07:28
Hello你好, TEDxUSCTEDxUSC. 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視頻, "This Too Shall Pass通過."
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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不明]
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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那些 pretty漂亮 good. It's getting得到 better.
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這次真的不錯,有進步了
08:04
(Music音樂)
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(前奏)
08:21
♫ You know you can't keep letting出租 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拖延 that dead weight重量 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耳狀物 around ♫
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♫若沒有太多事情拖累你♫
08:36
♫ Better run like hell地獄 when you hit擊中 the ground地面
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♫你跌倒的時候就應該要快點站起來♫
08:44
♫ When the morning早上 comes
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♫黎明終會到來♫
08:50
♫ When the morning早上 comes
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♫黎明終會到來♫
08:56
♫ You can't stop these kids孩子 from dancing跳舞
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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特別 when you're already已經 getting得到 yours你的
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♫ 尤其是你已經得到你想要的了♫
09:08
Cuz曲子 if your mind心神 don't move移動 and your knees膝蓋 don't bend彎曲
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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歸咎 the kids孩子 again ♫
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♫就別再牽拖到孩子身上了♫
09:19
♫ When the morning早上 comes
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♫黎明終會到來♫
09:25
♫ When the morning早上 comes
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♫黎明終會到來♫
09:31
♫ When the morning早上 comes
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♫黎明終會到來♫
09:37
♫ When the morning早上 comes
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♫黎明終會到來♫
09:40
♫ When the morning早上 comes
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♫黎明終會到來♫
09:43
♫ When the morning早上 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通過
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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通過
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♫一切終將過去♫
10:18
♫ You know you can't keep letting出租 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出租 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通過
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♫一切終將過去♫
10:40
♫ When the morning早上 comes
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♫黎明終會到來♫
10:46
♫ When the morning早上 comes
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♫黎明終會到來♫
10:52
♫ When the morning早上 comes
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♫黎明終會到來♫
11:04
♫ When the morning早上 comes
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♫黎明終會到來♫
11:13
(Cheering打氣)
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(歡呼)
Translated by Lin Su-Wei()
Reviewed by Peiru Liao

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ABOUT THE SPEAKER
Adam Sadowsky - Creative entrepreneur
As 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.

More profile about the speaker
Adam Sadowsky | Speaker | TED.com