Critical Path
summary
A studio builds large, chain-reaction experiences and reports concrete outcomes: the OK Go music video uses 89 unique interactions, takes three months to build, needs 85 takes over a two-day shoot and achieves three successful full runs while wrecking two pianos and 10 TVs and trips to the hardware store 100+ times. A live Chevy stunt runs 100 feet up, streams to six cameras and tolerates only a 1–1.5% margin of error for a bungee into a three‑foot pool. Process favors rapid iteration, ruthless focus and embracing risky experiments.
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