Enzo’s Monday Motion #169: Rube Goldberg Machine
A Rube Goldberg machine is intentionally designed to perform a simple task in an indirect and overcomplicated fashion. Thus giving (art) directors a carte blanche telling a rich story. Let’s get this set of five machines in motion.
BrandNew Brand Movie
To symbolize all the different stages of strategy building for their clients, Artibite designed an original, one of a kind Rube Goldberg machine.
Concept and art director Kevin Megens was the thriving force translating the mission statement into this little masterpiece. The Goldberg machine is a clever metaphor for a vision that is the trigger for all their projects.
IFPI created an ode to music with their sonic version.
Music inspires others creating their own version. Maybe the strongest point if this chronological music journey is the timing. The lyrics, musical mash-up, and the machine perform in one perfect harmony directed by Martin Stirling.
Build, not stitched
Clothing brand Machinist takes pride in the laborious production method.
From a director perspective I completely understand the choice of interesting close-ups and cuts but conceptual it totally interrupts the Goldberg machine. One of the key features is the (one taker) proof of a succesful run. Concept by Brave New World, produced by Rajaram Rajendran.
If there’s one characteristic a Goldberg-builder needs to have, it’s patience.
Even though this classic by awarded director Nicolai Fuglsig cheats with multiple cuts, it does so telling a beautiful story which enriches the end product. His timing and edit are soo strong you feel as if you are witnessing it yourself. A perfect use of a Goldberg with the tagline ‘Good things come to those who wait’. Enjoy the mesmerising making off if you have some spare minutes.
In Real Life
Actually seeing a Goldberg machine in action is for the happy few. Unless you’re willing to go to Japan for a cup of Nescafé coffee.
As if Willy Wonka has moved to Japan. Music artist Shuta Hasunuma composed a massive machine that plays a song while you wait. I doubt it does anything for the quality of the coffee, but at least you get a nice show.
The music festival season is around the corner. I take a look at their little cousin which focuses on (motion) design. Five festival promos which are a feast on itself.
Enzo Greco is Motion Director at Born05.