Melvin the Machine is best described as a Rube Goldberg machine with a twist. Besides doing what Rube Goldbergs do best – performing a simple task as inefficiently as possible, often in the form of a chain reaction – Melvin has an identity. Actually, the only purpose of this machine is promoting its own identity.
Melvin, who was created by Dutch Studio, HEYHEYHEY, takes pictures and makes video’s of his audience which he instantly uploads to his blog, Facebook and Twitter account. Besides that he also makes his own merchandise. The whole crazy process happens in about four minutes!