Old Spice Muscle Music

Old Spice continues to win awards for “Muscle Music”, an interactive campaign featuring Terry Crews composing music using his flexing muscles. Promoting Danger Zone, the “scent of courage”, the campaign on Vimeo invited fans to use their keyboards to control Terry’s muscles and create their own muscle-powered musical creations. The campaign won Gold for Creative Technology at the Andy Awards, Gold for Music Videos and Non-Broadcast – Online at the One Show Awards.

Old Spice Muscle Music


Old Spice Muscle Music

Credits

The Muscle Music campaign was developed at Wieden+Kennedy, Portland, by creative directors Jason Bagley and Craig Allen, interactive creative director Matt O’Rouke, copywriter Andy Laugenour, art director Max Stinson, director of interactive production Pierre Wendling, senior interactive producer Mike Davidson, account supervisor Jordan Muse, director of broadcast production Ben Grylewicz, audio engineer Charlie Keating, UX designer Jake Doran, creative tech lead Billy McDermott, media team Kerry Muller, Kerry Antos and Lisa Feldhusen, executive creative directors Mark Fitzloff and Susan Hoffman.

Filming was shot by director Tom Kuntz via MJZ with line producer Suza Horvat, executive producer Scott Howard, director of photography Chris Soos, production designer Andrew Reznik.

Editor was Erik Laroi at MacKenzie Cutler, assistant editor Brendan Hogan and producer Tatiana Vasquez.

Visual effects were produced at The Mill, Los Angeles, by VFX supervisors Phil Crowe and Nick Tayler, Flame artists Tara Demarco, Chris Knight, Sarah Eim, Gareth Parr, Billy Higgins and Glynn Tebbutt, VFX producer Ari Davis, 2D lead Nick Tayler.

Hosting of the campaign at Vimeo was developed by creative director Blake Whitman, production lead Abby Morgan and development lead Ryan Hefner.