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

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