Atom Says 'Never Do This'

The smartly simple design of the Never Do This homepage may delude some viewers into thinking they’re in for a little in-depth analysis of a handful of urban legends (even despite the guy in the cowboy hat, hunched over, pre-flatulence alongside the site’s subhead, “Make the World A Safer Place”). Those viewers will be disappointed. This is no Adam and Jamie debunkathon

, but more like episodes of Indy Mogul with just the effects and no DIY. 

Along with the two classics – Lighting Farts and Pop Rocks & Soda – there are the more generally nebulous experiments with Q-Tips, Smoking and Archery in the scrollable queue.

The creators, Scott Rice and Austen Menges clearly have a bona fide SFX background. The Pop Rock & Soda effects are outstanding, while the others, mostly explosions of some kind, are sharp in their trickery and editing. Here’s a hire-able creative team whose reel is concise. Still, since we’re on the subject of gore and stupidity a la Jackass, I can’t help but be let down, because none of these mini-web protagonists really went out and took one for the team.

At 30 seconds or less per installment, one could screen the whole Never Do This oeuvre comfortably during a work break. They’re short, quick, satisfying, and don’t require deep (or actually any) thought. Perfect for a Friday.

Check out all the things you shouldn’t be doing at NeverDoThis.org.