Old Spice: Muscle Music--Best of 2012 IX #8

His pecs can play Beethoven's No. 5.

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Editor's Pick

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.

The effort lands at #8 in our list of Best Integrated/Interactive work of 2012, and marks 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.

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About

Credits
Date
Aug 28, 2012
Agency:
Wieden + Kennedy Portland
Client:
Old Spice
Director:
Tom Kuntz
Prod. Co.:
MJZ
CD:
Jason Bagley
CD:
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
ECD:
Susan Hoffman
Media Team:
Kelly Muller
Media Team:
Kerry Antos
Media Team:
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
VFX Supervisor:
Nick Taylor
Flame Artist:
Tara DeMarco
Flame Artist:
Chris Knight
Flame Artist:
Gareth Parr
Flame Artist:
Billy Higgins
Flame Artist:
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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