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W+K Portland:Old Spice Muscle Music

2012/8/29 16:28:5303345

Beethoven's No. 5.Old Spice guys are amazing at whatever they do -- whether it's asking rapid-fire questions clad in a snow-white beach towel, or making music with their muscles. Wieden & Kennedy Portland, MJZ's Tom Kuntz, The Mill and Vimeo team up on an interactive video that first gives you a preview of what Crews can accomplish with his pecs, triceps and sartorius adductors, then invites you to try it out yourself.

 

This is the first time Old Spice has worked with Vimeo on a campaign. The brand's prior video efforts, including the highly decorated Old Spice "Responses" campaign starring Isaiah Mustafa, have always been housed on YouTube. The Vimeo video is fully embeddable--interactivity and all-- and according to a Wieden & Kennedy spokesperson, was the only platform that could make this experience possible.

 

You can use your keyboard to control Crews' muscles and record your muscle-powered masterpieces, then share them. What you see here is the pre-recorded version, and you can try out the interactive portion here. Check out the keyboard cheat sheet so you can move Crews exacty how you want to.

 

We'll start you off with something that's not on the sheet: "A" is for sausages. And don't dawdle. Crews is an aggressive one, and starts yelling at you to "Play the music or get out!" if you sit around for too long.

 

CREDITS

Agency: Wieden + Kennedy Portland

Client: Old Spice

Director: Tom Kuntz

Prod. Co.: MJZ

CD: Jason Bagley, Craig Allen

Interactive Creative Director: Matt O'Rourke

Copywriter: Andy Laugenour

Art Director: Max Stinson

Director of Interactive Production: Pierre Wendling

Senior Interactive Producer: Mike Davidson

Director of Broadcast Production: Ben Grylewicz

Audio Engineer: Charlie Keating

UX Designer: Jake Doran

Creative Tech Lead: Billy McDermott

ECD: Mark Fitzloff, Susan Hoffman

Media Team: Kelly Muller, Kerry Antos, Lisa Feldman

Line Producer: Suza Horvat

EP: Scott Howard

Director of Photography: Chris Soos

Production Designer: Andrew Reznik

Editorial Company: MacKenzie Cutler

Editor: Erik Laroi

Assistant Editor: Brendan Hogan

Producer: Tatiana Vasquez

VFX Company: The Mill - LA

VFX Supervisor: Phil Crowe, Nick Taylor

Flame Artist: Tara DeMarco, Chris Knight, Gareth Parr, Billy Higgins, Glynn Tebbutt

VFX Producer: Ari Davis

2D Lead: Nick Taylor

Composer & Sound Design: Daedelus

Media Partner: Vimeo

VP Creative Director: Blake Whitman

Production Lead: Abby Morgan

Development Lead: Ryan Hefner

Development Partner: Wildlife

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