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.
Director:
Tom Kuntz
Production Company:
MJZ LA
Agency:
Wieden+Kennedy Portland
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!
Agency: Weiden + Kennedy Portland
Producer: Mike Davidson
Creative Directors: Craig Allen, Jason Bagley, Matt O’ Rourke
Creatives: Max Stinson, Andy Laugenour
Account Director: Jordan Muse
Production Company: MJZ LA
Director: Tom Kuntz
Executive Producer: Scott Howard,
Producer: Suza Horvat
Director of Photography: Chris Soos
Editing Company: Mackenzie Cutler
Editor: Erik Laroi
VFX & Design: The Mill
Executive Producer: Sue Troyan
VFX Producer: Arielle Davis
Shoot Supervisor: Phil Crowe, Nick Tayler
Creative Director: Phil Crowe
2D Lead Artists: Nick Tayler
2D Artists: Steve Cokonis, Tara Demarco, Glynn Tebbutt, Elad Offer, Jake Maymudes, Dan Lang, Robin McGloin, Becky Porter, Jeannie Huynh (Remedy), Chris Night, Sarah Eim, Gareth Parr, Billy Higgins, Narbeh Mardirossian
Assist: Patrick Munoz, Robert Murdock, Margolit Steiner
Production Coordinator: Gabriel Libitsky