Director, inventor and all-around Renaissance Man Bob Partington of production company 1stAveMachine has altered the playbook of his signature Rube Goldberg-inspired aesthetic with an amusing, hypnotic two-minute film aptly titled “Slow-Berg.”
Created specifically for Field Day, the YouTube-sponsored channel curated and produced by 1stAveMachine that’s responsible films like the highly successful “100 Years of Beauty,” Partington’s “Slow-Berg” follows the lackadaisical journey of the director’s golf ball as it strives to reach its hole. The ball is aided by a variety of components that serve as metaphors for all things slow-moving including molasses, a turtle (Partington’s personal favorite) and melting popsicles. The director’s madcap mentality and offbeat sense of humor come to play amidst a display of languid theatricality, all set to the velvety beats of Kanye West’s “Drive Slow.”
Regarding his approach on this latest effort, Partington says, “I have a love-hate relationship with Rube Goldbergs; while they can be super-fun, they can also be super-tedious and confusing— after all, they’re considered exceptional simply by virtue of being needlessly long. That is the jump-off point for the Slow-Berg. I thought it would be fun to flip that concept, make it as slow as possible— so slow, in fact, that some of it could only be watched in time-lapse!”
As is his modus operandi, Partington himself handcrafted each of the elements within Slow-Berg, which he hopes will appeal to a broad audience. “I like to think that this could be engaging to everyone— that’s always my goal anyway. When a Rube Goldberg is successful, it’s because people can understand and be engaged by the action— and then at the end they share a little of that sense of accomplishment.”
Production Company: 1stAveMachine
EPs: Andrew Geller, Garrett Fennelly, Alexander Schepsman, Serge Patzak, Sam Penfield, Arvind Palep
CD: Jordan Stone
Director: Bob Partington
Production Design: Bob Partington
DP: Tim Cruz
Editor: Jordan Stone
Producers: David Kornfield, Matthew Snetzko
Associate Producer: Bridget Gallogly
1stAveMachine is a mixed media production company and storytelling outfit. They create video, digital, and experimental content for TV, print, web, and mobile, all with a unified singular vision. They have won numerous awards since their formation, including Gold, Silver, and Bronze Cannes Lions, AICP, One Show, and ANDY awards, and many others. Their work has been featured across the globe and during the Super Bowl, and their division 1stAve Content has been instrumental in pairing the perfect influencers and creators with agencies and brands.
About Field Day:
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