Summary
It's Music to Your Muscles! Terry Crews Drums Up Some Buzz for Old Spice
Terry Crews Muscle Music, a new interactive experience from Old
Spice and Wieden + Kennedy, strikes a humorous and engaging chord.
Director Tom Kuntz and The Mill L.A. VFX team help deliver a spot
that can make many music videos jealous, allowing audiences around
the world to play and dance to their own beat.
Apart from a staggering 70+ layer EDL, the spot features an
innovative concept that makes music fun for all ages. Old Spice Guy
Terry Crews is linked and synced to dozens of whimsical instruments
that he controls by moving his muscles.
"It was all about timing," says The Mill Creative Director Phil
Crowe. "Making each muscle movement perfectly synced to the sound
and instruments in a believable and engaging way proved quite the
challenge in an over 1800 frame clip."
"Designing for an interactive environment poses some unique
challenges, which really pushed forward our creative powers as a
team in new and innovative ways," elaborates The Mill 2D Lead Nick
Tayler. "Every part of the project from concept, through the shoot
and execution was tailored to create the most entertaining and
engaging interaction possible for our audience. This was an
incredibly satisfying challenge to complete, and a lot of fun for
the whole team."
Join the game and get hooked with your own beat today!
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