Rube Goldberg Machine

Disney XD “Chain Reaction” Indents.

PostPanic has produced a series of indents for DisneyXD Netherlands promoting the summer theme of “Chain Reactions”. Directed by Erwin van den IJssel the short spots feature Rube Goldberg machine interactions crafted entirely out of objects kids could find at home. His goal was to capture the childhood joy of building things that would make your parents scratch their heads with a complete lack of understanding.

The main characters of each piece are cuts outs of the kids themselves with snapshot photos pasted on each of the cardboard figures. Because the indents are for Dutch TV, Disney XD specified that they have a very specific “Dutch” feel to them. To insure that look was achieved Erwin van den IJssel and PostPanic dressed the sets with recognizable Dutch materials and products, using various food packaging and products  to create each scene.

Each indent is story driven, and captures the playful joy of childhood and summer fun.


Project: Disney XD Idents

Client: The Walt Disney Company Benelux,
On-Air Manager: Nancy Theunissen, The Walt Disney Company Benelux
Promo Producer: Elmar Scharff , The Walt Disney Company Benelux

Production Company: PostPanic
Executive Producers: Ania Markham, Jules Tervoort, PostPanic
Director: Erwin van den IJssel, PostPanic
DOP: Hessel Waalewijn
Producer: Liene Berina, PostPanic
Senior Producer: Annejes van Liempd, PostPanic
Art Direction: Roger Denton; Design, Nicole Nieuwenhuis, Jelier&Schaaf
Music and Sound Design: Jochen Mader, Audionerve
Post-Production: PostPanic
Editor: Ine van den Elsen, PostPanic
2D Artists: Doma Harkai, Donat Ertsey, PostPanic
Production Assistant: Alba Sueiro, PostPanic


Monday Inspiration. A Panera Rube Goldberg Machine.

Rube Goldberg machines are used as much as stop motion in advertising. Sometimes it works and sometimes it doesn’t. When done right, the Rube Goldberg metaphor is a brilliant way to showcase a product or service. 1stAve Machine and C-K have teamed up to produce a really nice spot for Panera. This is part of a new TV campaign that is launching this month.

The commercial is built around a circular loop that shows the daily bakery cycle. It features wonderful design and craftsmanship throughout the varied elements that are timed to perfectly work with each other.  Camera moves cut to close in on details, and back for wide shots to reveal more. The movements and edits flow better than the typical all-in-one-take shot breathing fresh life into a well used format.

The first video is the new spot, and the second is the very interesting behind the scenes/making of.


Kluge, The Athlete Machine from Red Bull.

I don’t drink Red Bull, but I love their advertising. This giant Rube Goldberg Machine feature all of their star athletes, some crazy extreme sports tricks, a WWI airplane, and a single can of Red Bull.

The video is shot really well blending everything from crane shots to GoPro footage. There is some nice title work going on and it is paired with “Soul Wars” by AWOLNATION. Entitled “Kluge” the 6 minute YouTube video is built around the German adjective Klug which translates to “clever”. Red Bull uses this term to “combine complex machinery patched together with the energy and prowess of world-class athletes, to see what happens when physics gets physical.”

This is worth watching even if your not a Red Bull fan. Oh and if you are wondering about the power of viral video, this has been viewed almost 700,000 times in the last day and a half. If you’re curious about how they made this, click here.