Name: How to engineer a viral music video
Uploaded: 2010-06-04T09:12:00Z
Duration: 11 min 14 s
Description: The band OK Go dreamed up the idea of a massive Rube Goldberg machine for their next music video -- and Adam Sadowsky's team was charged with building it. He tells the story of the effort and engineering behind their labyrinthine creation that quickly became the YouTube sensation "This Too Shall Pass."

The band OK Go dreamed up the idea of a massive Rube Goldberg machine for their next music video -- and Adam Sadowsky's team was charged with building it. He tells the story of the effort and engineering behind their labyrinthine creation that quickly became the YouTube sensation "This Too Shall Pass."

How to engineer a viral music video

Building a massive, intricate Rube Goldberg machine for a music video took 85 takes, destroyed two pianos, and required over a hundred hardware store runs. The project revealed how even simple actions become unpredictable on a large scale, demanding relentless adaptation and teamwork. Rigid planning helped, but flexibility and a willingness to accept messiness made completion possible. The final result blended engineering, art, and a bit of madness to create something unforgettable.