Meet the Robotics Wiz Behind Old Spice’s Giant Mechanical Sea Creature

S.Q.U.I.D. whisperer Rafael Fittipaldi tells all

Unless you’ve been lost at sea, you’ve probably heard about the giant robotic squid that Old Spice deployed last weekend for a wacky, high-profile internet game on Twitch. (It generated plenty of ink!)

@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.