CHEVY: Launching the Sonic

Syyn Labs Goes Bungee Jumping With the New Chevy Sonic

Goodby, Silverstein & Partners Taps Motion Theory Directors Syyn Labs to Fuse Engineering Ingenuity and Creative Production to Create a Memorable Launch for the New Chevy Sonic

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Los Angeles, CA (10.19.2011)—“Some people play with blocks; we play with shipping containers,” deadpanned Syyn Labs President Adam Sadowsky, director of the latest launch stunt produced via Motion Theory for the new Chevy Sonic. To introduce the all-new 2012 Sonic with a bang, Chevrolet agency Goodby Silverstein & Partners commissioned the mischievous rocket scientists at Syyn Labs to devise an unforgettable stunt that would incorporate online and social media fan participation.   The stunt can be viewed live at www.letsdothis.com.

“We decided to keep it simple,” joked Sadowsky. “Build a 90-foot tall structure out of shipping containers, have a Chevy Sonic slowly get pushed off the edge through a gear system that inches forward based on clicks of viewers interacting with the stunt in real time on the Chevy Sonic website. The car will get caught by bungee cables connecting it to a 90-ton hydraulic crane parked directly opposite the structure.”

The Syyn Labs team spent a week building the tower structure starting with approximately 80,000 pounds of ballast at the bottom over a steel support deck. The shipping containers were stacked, aligned with pins and chained together—wider at the bottom to provide strong support. The structure is topped with a second steel deck and custom-made rail system allows the car to slide without any friction. The rail system was welded onto the length of a 53-foot run, cantilevered 50 feet out over the edge of the tower so that prior to dropping, it will appear as if the Sonic is floating in mid-air.

Positioned near the car on the upper deck is a large finger pointer sign mimicking a computer’s cursor. This sign will light up as fans click on the Chevy Sonic site driving software, in turn, triggering a custom-designed gear system that will move the car slowly forward. The gear system runs on a one-horsepower motor to move 14 interlocking handmade, toothed gears (some weighing over 100 pounds each) that will slowly inch the car forward out on the rails. Several cameras placed around the tower will offer several birds-eye-view vantage points of the stunt live via www.letsdothis.com. The stunt begins today. When enough clicks have driven the car across the platform and the car is teetering on the edge, someone’s final click will set the bungee adventure in motion.

About Syyn Labs
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 30 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. www.syynlabs.com

About Motion Theory
Motion Theory is a creative home for directors with a sharp visual and narrative focus. The company’s talent roster ranges from award-winning veterans to emerging filmmakers, all sharing extraordinary visual style and the storytelling ability to transform creative potential into compelling viewer experiences across advertising and entertainment. www.motiontheory.com

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CREDITS

Client: General Motors “Chevy Sonic”

AGENCY
Agency: Goodby Silverstein & Partners
Associate Creative Director: Andrew Bancroft
Creative Director: Joakim Borgstrom
Associate Creative Director: Niklas Lilja
Art Director: Javier Torok
Copywriter: Damian Fitzgerald
Broadcast Producer: Dan Watson
Sr. Interactive Producer: Eric Shamlin

PRODUCTION
Production: Motion Theory
Director: Adam Sadowsky
Executive Producers: Javier Jimenez, Patrick Nugent
Producer: Buddy Enright
Director of Photography: Kurt Stevens

SYYN LABS CREDITS
Art Director: Hector Alvarez
Lead Engineer: Dan Busby
Lead Engineer: David Mesloh
Lead Fabricator: Kenny Abney
Key Rigging Grip: Rick Rader
Fabricator: Davis Galligan
Fabricator: Chris Stockton
Fabricator: David Paris
Fabricator: Matt Samsel
Fabricator: Will Reeve
Fabricator: Mike Russek
Engineer: Sam Leventer
Assistant Engineer: Donovan McLean
Production Coordinator: Gilles d’Amecourt
Safety Consultant: Peter Mueller

MEDIA CONTACT:
Karen Raz/Raz PR
karen@razpr.com
310-450-1482

 

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