Context: Waking up in the morning is usually a struggle for most people. Problem: Despite our best efforts to get up on time for the day, the snooze button was invented to hold us back. Thousands of people fall victim to its temptations each morning, running the risk of being tardy for the day, and feeding our lack of motivation. Solution: Comical engineers of popular movies, such as “Back to the Future” or “Chitty Chitty Bang Bang,” develop elaborate Rube Goldberg machines to help them with their morning routine. My plan was to use the same Rube Goldberg idea for a machine that makes sound triggered by the vibration of a cell phone, and fit it into a contraption small enough for the night stand. Brand Strategy: The structure of the project is made out of steel. Suspended by two pound fishing line, the drinking glasses in the center are re-used lead-crystal champagne glasses.