I've always been a fan of Rube Goldberg machines—I was even in a club in elementary school whose sole purpose was to create one to compete against other schools in the state. Now, we've covered plenty of Goldbergian machines that are purportedly the best of the best—all awesome machines that are worth revisiting—but au Hikari has a new twist on the contraption. A commercial for the Japanese high-speed optical ISP features a Rube Goldberg machine that is 'powered' by a single beam of light as it is reflected, refracted and magnified by various lenses and glasses throughout the two-minute sequence.
In keeping with the solemn, tenebrist ambiance of the mechanism, the commercial features naturalistic sound; an American company would probably have opted for non-diegetic audio—listen to OK Go in the background if you must. Check it out for yourself:
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Rad, right? It's not a labor-intensive as some machines w've seen, but there's something about that nsgle beam of light that just pulls you in for the entire commercial. And if you liked that, here's a look behind-the-scenes:
If only I had seen this a decade-and-a-half ago—there's no doubt that we would have gone down in Rube Goldberg club history.
Erika is the editorial assistant at Core77. When she isn't covering design, you can find her writing about music, food, and healthy living habits. But mostly music. She also has a strong affinity for hedgehogs, bowling, and bands with goofy names.