Terry Crews Makes Muscle Music (and You Can, Too) for Old Spice

Play around with interactive Vimeo clip

Terry Crews, the somewhat lesser known but infinitely louder and more muscle-y Old Spice guy, is back with a raucous new project for the men's care brand—Old Spice Muscle Music. In the Vimeo video below, Terry's muscles are all hooked up to musical devices—snare drums, bass drums, tom-toms, tambourines, guitar, bike horn, woodblock, even a "flame sax" set of three saxophones. When he flexes each muscle, an instrument plays—flex them all furiously, and you get a symphony of muscle-y sound. The video is just one piece—when it finishes, you can use your keyboard to play, and even record, some special Muscle Music of your own. The campaign is a collaboration between Old Spice, Wieden + Kennedy, director Tom Kuntz of MJZ, editing house Mackenzie Cutler, effects specialists The Mill and Vimeo. Credits after the jump.

UPDATE: The Vimeo video no longer works, so here's a non-interactive YouTube version.

Old Spice
Project: Old Spice Muscle Music

Wieden + Kennedy, Portland, Ore.
Creative Directors: 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
Account Supervisor: Jordan Muse
Director of Broadcast Production: Ben Grylewicz
Audio Engineer: Charlie Keating
User Experience Designer: Jake Doran
Creative Tech Lead: Billy McDermott
Executive Creative Directors: Mark Fitzloff, Susan Hoffman
Media Team: Kelly Muller, Kerry Antos, Lisa Feldman

Production Company: MJZ
Director: Tom Kuntz
Line Producer: Suza Horvat
Executive Producer: 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

Visual Effects Company: The Mill
Visual Effects Supervisors: Phil Crowe, Nick Tayler
Flame Artists: Tara Demarco, Chris Knight, Sarah Eim, Gareth Parr, Billy Higgins, Glynn Tebbutt
Visual Effects Producer: Ari Davis
2-D Lead: Nick Tayler

Composer, Sound Design: Daedelus

Media Partner: Vimeo
Vice President, Creative Director: Blake Whitman
Production Lead: Abby Morgan
Development Lead: Ryan Hefner
Development Partner: Wildlife