Click 3X Builds Four-Ton Rube Goldberg Contraption For Nat Geo Ad

It took two months, nine globes, three tires, one billiard ball, one VW Beetle, a set of bowling pins and a variety of everyday objects to create one 30-second spot. This week, National Geographic is debuting a visually impressive new ad created by creative digital studio Click 3X to promote National Geographic Channel International’s Entertain Your Brain programming.

The agency didn't rely on special effects to develop the spot, which highlights the network’s science-minded block of programming that returns to the schedule in early 2015.

Instead, this creative pays homage to Rube Goldberg-type gadgets that perform simple tasks in intricate ways.
Click 3X worked with noted production designer Bernardo Trujillio to develop and build a four-ton scientific contraption with 38 triggers and 71 moving pieces that works without tricks or digital graphics. 
The ad can be viewed here.

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The spot was filmed outside Mexico City at the Otomi Ceremonial Center, a center that promotes and preserves the culture of the indigenous Otomi people. Tim Shaw, host of Nat Geo's "Street Genius" series, serves as a guide and participant as the ad shows the chain reaction triggered by the contraption at work.

“It’s the celebration of human ingenuity, to highlight the smart and entertaining lineup of the shows coming up on Nat Geo” said Emanuele Madeddu, senior vice president, creative and marketing, NGCI. “I have always been fascinated by these devices, and I want our viewers to experience science in a uniquely National Geographic way. You can’t miss the reveal at the end.”

The creative was one of Click 3X's more challenging projects.

"The development of a Rube Goldberg contraption that would illustrate all the various forms of science available in Nat Geo programming while including talent in a natural manner, and also be able to work in a natural and exposed setting was the biggest challenge," says Rob Meyers, executive producer, Click Entertainment.

Timing was also a challenge. "Two months of development is certainly an anomaly for a single project and that's just two months of physical development. We began to pitch for this in July, so if you factor in concept development in addition to pre-production this was a four month project," says Meyers.

Click Entertainment has worked with the U.S. National Geographic team for two years. The agency also worked with the U.S. team on their 2009 'Live Curious' Image Campaign, but this was its first project with National Geographic International.

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