The Cavalry Signs SYYN Labs

The Calvary Productions has signed the incredible creative collective SYYN Labs for spots, virtual + augmented reality and experiential branding. The announcement was made by Cavalry Executive Producer Ross Grogan and Tanya Cohen. This “League of Extraordinary Nerds” are probably best known for their physics-based branding spectacle-centered videos and installations. Among SYYN’s most notable credits are the Rube Goldberg machine music video for OKGO’s “This Too Shall Pass,” which has garnered tens of millions of views and a UK Video Music Award, and their videos and interactive installations for ESPN, Chevrolet, Ford, Allstate, Red Bull, Google, Disney, Sears, Target, and Xbox.

 Infectious Creativity

“Talking with Adam Sadowsky, (SYYN Labs President), he has infectious creativity, childlike excitement, and he comes from a place of pure collaboration, offering up awesome, crazy ideas,” says Grogan. “I was immediately  impressed with their work. I realized that the Cavalry needed to represent SYYN Labs. In an age where we’re tricked into believing something is real through heavy vfx, SYYN is grounded in reality and the physical world. It’s happening right in front of your eyes and 100 percent authentic and organic.”

 For his part, Sadowsky felt on the same page with Grogan and Cohen. “We had a fantastic initial conversation,” says Sadowsky. “I told them some of my craziest ideas – things that I haven’t yet had an opportunity to do. They absolutely got it. They clearly shared my enthusiasm for these ideas and what SYYN does.” “Of course, we do some pretty unusual stuff. But at the same time, we must remain focused on the engagement of our audience and the narrative. After all, story is essential for our projects to achieve that engagement - it’s the way we spread the message for our client brands. Not only do we figure out how to make it work, we make it work so that it has the maximum audience impact.” Adam has spoken at a variety of conferences including TED, InkTalks, Google Zeitgeist, CaT, F5, Web2.0, and was named one of Fast Company’s 100 Most Creative People in Business.