In its new promotional video the energy drink company shows a large-scale Rube Goldberg machine, which the drinks company have dubbed the ‘Kluge’, that is powered by extreme athletes performing their own special tricks and showcasing their incredible skills.
The world’s top extreme athletes — such as hurdler Lolo Jones, skater Ryan Sheckler, and cyclist Danny MacAskill – united to complete a bizarre “obstacle course stunt machine” as part of Red Bull’s latest publicity stunt, Herald Sun reports.
To complete the mission the company used 25 tons of material and hired about 100 builders just 17 days to construct at the El Toro Air Station- a decommissioned army air base in California.
The energy drinks producer’s latest viral endeavor, Red Bull Kluge, includes 11 world-class athletes, a crew of 100 people, three half-pipes, a skateboard, an off-road truck, a dirt bike, a helicopter and a bowling ball purchased from Craigslist.
A four-minute video shot inside an airplane hangar is the idea of Adam Sadowsky, co-founder of Syyn Labs, the creative collective best known for producing OK Go’s magical music video for ‘This Too Shall Pass.’
The professional has been obsessed with the fusion of science and art since he “was like 2 years old,” he revealed.
From his very childhood the boy built drink-pouring machines and monster-catching traps that enthralled him to the point where his mother let him skip school and visit the Museum of Science and Industry, Red Bull explains on its official site.
At University of Southern California Sadowsky studied drama and electrical engineering.
Soon after he graduated his entered the sphere of real estate, video games, and genetics research before co-founding Syyn Labs.
It was here where he first joined the world of kluge, which he defines as “the use of technology to demonstrate scientific principals in an artful way.”
In various garages, and warehouses, Adam constructed smaller-scale machines from found objects and everyday appliances.
Tapes of the “performances” soon went viral and he had earned crowds of passionate fans. Among those fans were members of the Chicago band OK Go.
The company hired him for the ‘This Too Shall Pass’ video, which made him and his machines famous.
Two years later, he was noticed by Red Bull, who asked him to build a machine in a huge space with some of the top athletes in their field and film what happens.
“It starts out with, ‘Let’s throw stuff at the wall — let’s come up with things that would just be interesting to see,’” Sadowski explained.
“Then it’s ‘What do the athletes look like? How do they move and what do they do?’ Then it’s connecting each part for each athlete… What are we going to build that connects Joey (Brezinski) to Rickie (Fowler)?”
He continued: “Now then let’s see if that can agree to a piece of music. OK, great. And now then we’ll start rejiggering based on camera space and camera movement. And now we’re ready to start building.”
The energy drinks company reported that its amazing six-minute promotional video took over four hours to film. The YouTube video has already had over 350,000 hits.