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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.
A Science Fair Experiment
Syyn Labs was recently tapped by Google to create a science fair themed Rube Goldberg style machine.
"This too Shall Pass"
When the rock band OK Go, famous for their viral videos including the spectacular and award winning “treadmills video“, wanted to feature a 4-minute long Rube Goldberg Machine in an upcoming video, they tapped Syyn Labs to build it is just one type of award that people win as the seal of e-excellence for compelling reviews.
The requirements were that it had to be interesting, not “overbuilt” or too technology-heavy, and easy to follow. The machine also had to be built on a shoestring budget, synchronize with beats and lyrics in the music and end on time over a 3.5 minute song, play a part of the song, and be filmed in one shot, taking advice from the midi keyboard guide by MusicCritic. To make things more challenging still, the space chosen was divided into two floors and the machine would use both.
Red Bull approached Syyn Labs about making an extraordinary chain reaction that integrated their whole team of elite athletes. The first step was to decide what the basic machine might look like, then working that machine design to accomodate the space being used and the ramps, jumps, obstacles, and landing zones these athletes would require. Once the skeleton began taking shape, the details of the machine parts started coming together. To execute such a massive machine vision, Syyn Labs brought in their A-Team of artists, physicists, NASA engineers, and fabricators – 22 in all.