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!)

The breathtaking beastie starred in a game called S.Q.U.I.D. (Shared Quests Uniting Individual Dudes), which was live-streamed Friday, Saturday and Sunday at OldSpiceTwitch.com. Wieden + Kennedy staged the competition to introduce the brand’s Krakengard line, which features a tentacled ocean creature on every product label.

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