Syyn Labs @ The cavalry productions
Coined “The League of Extraordinary Nerds” by Fast Company Magazine, Syyn Labs is a Los Angeles-based organization that fuses the worlds of technology and interactive sciences with artistic mediums to design and construct visually dynamic spectacles that inspire thought and provoke conversation.
Boasting 30+ members, deriving from varied fields of study in the worlds of technology, engineering, computer science, robotics, architecture, science, performing arts and more, Syyn Labs first gained notoriety for their production of OK GO's award-winning, viral video “This Too Shall Pass” that has garnered over 44 million hits. Syyn Labs has since been commissioned to cultivate multi-faceted programs for Google, Sears, Disney XD, LACMA, Wonka, Microsoft, Target and Endemol USA, to name a few.
Target reached out to Syyn Labs to create a number of large installations for their Target Wonderland popup experience in Manhattan in December of 2015. Ultaimtely, a 16,000 square foot space was located and ten different exhibit installations were created, the installation included vertical lifts for those who are disabled. All components had to withstand the rigors of interaction with the public, including climbing children and all pieces had to be compelling, have a consistent and easily identifiable brand identity, so everything had to be safe for the most inquisitive of minds and tiniest of fingers.
Syyn Labs was asked to create a live-streaming competition for Allstate Insurance’s Mayhem campaign. During the college football season, right before the big game between Alabama and the Florida Gators, a huge mechanical setup was constructed. Two huge conveyor systems were oriented so that they moved towards a common center – the open throat of an enormous industrial shredder. Reading specific Twitter hashtags in real-time, the conveyors would move incrementally, feeding various common tailgate party items into the gaping jaws of our industrial shredder – ice chests, picnic tables, big screen TV’s, sofa’s, even the cars themselves, painted in the appropriate colors. The more and faster the trash talk came in against one team, the faster it’s conveyor would move. The rest is beautiful destruction.
Syyn Labs created this bungee jump to introduce the all-new 2012 Chevrolet Sonic. The team spent a week building the 90-foot tower structure out of shipping containers starting with approximately 80,000 pounds of ballast at the bottom over a steel support deck. The shipping containers were stacked, aligned with pins and chained together—wider at the bottom to provide strong support. The structure is topped with a second steel deck and a custom-made rail system allowing the car to slide without any friction. The rail system was welded onto the length of a 53-foot run, cantilevered 50 feet out over the edge of the tower so that prior to dropping, it will appear as if the Sonic is floating in mid-air.
Positioned near the car on the upper deck is a large finger pointer sign mimicking a computer’s cursor. This sign will light up as fans click on the Chevy Sonic site driving software, in turn, triggering a custom-designed gear system that will move the car slowly forward. The gear system runs on a one-horsepower motor to move 14 interlocking handmade, toothed gears (some weighing over 100 pounds each) that will slowly inch the car forward out on the rails. Several cameras placed around the tower will offer several birds-eye-view vantage points of the stunt live via www.letsdothis.com. When enough clicks have driven the car across the platform and the car is teetering on the edge, someone’s final click will set the bungee adventure in motion.