Motion Theory Signs Syyn Labs
The art and engineering collective that co-directed OK Go's "This Too Shall Pass" signs on for TV commercials.
Motion Theory Has a Eureka! Moment, Signs Syyn Labs
Motion Theory has signed award-winning art and engineering collective Syyn Labs for exclusive commercial and music video representation. Syyn Labs is a group of creative engineers from all sectors who collectively marry the worlds of art and technology into exhibits that transcend multiple mediums and incorporate designs that encourage viewer engagement and social collaboration. Syyn Labs joins a roster that includes Mathew Cullen, Jesus de Francisco, Grady Hall, Mark Kudsi, Christopher Leone and Chris Riehl.
"In signing Syyn Labs, we've gone outside of the traditional live-action pool of talent to build our roster," says Javier Jimenez, Executive Producer and Partner, Motion Theory. "Syyn Labs is an incredibly talented group of individuals who tell visual stories with inventiveness and originality that tap into popular culture."
Syyn Labs was formed in 2008 by a group of artists, thinkers, technologists, engineers and scientists who build and twist together art and technology in original inventive ways. The group's work became a viral sensation in 2010 when it co-directed OK Go's "This Too Shall Pass" music video, which has been viewed almost 20 million times online. Its unique assembly builds creative contraptions and interactive installations that encourage audiences to play together by lowering social barriers. (To hear Adam Sadowsky, President of Syyn Labs, talk about the making of the OK Go video at a TED conference, click here.)
The Syyn Labs members' have designed and developed an elaborate portfolio of proprietary technological marvels, including the DNA Sequencer; ArtFall, an interactive whiteboard; Rubens' Tubes, a sound-reactive fire sculpture; Sonic Stalagmites, which entails painting with sound; and the Cloud Mirror, which uses augmented reality to bring an event's badges to life.
Their exhibits have been showcased in commercial spots for Comedy Central, Disney XD, Google and Young & Rubicam, and exhibited at LACMA and the Santa Monica Glow Festival. Syyn Labs and its work has also been featured extensively in the media, including Wired, The Wall Street Journal, Rolling Stone, CNN and the Los Angeles Times.
"We're thrilled to be joining the Motion Theory roster," says Sadowsky. "It was clear when we first met Mathew and Javier that we share a similar passion for merging technology with art and design. Motion Theory has built a community of creatives who come together to experiment, which is the very reason for why we started Syyn Labs in the first place."
While Syyn Labs will be represented by Motion Theory as a directorial team that conceives, directs and executes end-to-end, the collective will continue to collaborate with outside directors on commercial projects that want to tap into its unique creative skills.
Published 9 December, 2010
