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W+K Portland flexes creative muscles for Old Spice

29th August 2012

Asia Gruber

If you’ve ever wondered what it would be like to compose music by simply flexing your muscles (what do you mean, you haven’t?), Wieden+Kennedy Portland has revealed the answer.

Directed by Tom Kuntz, a new campaign for Old Spice entitled Muscle Music features Old Spice hero Terry Crews surrounded by a multitude of different instruments and his impressive body – previously used to simply dazzle and cause jealousy – has a new and unexpected purpose. Each muscle is wired up to an electronic trigger that, when flexed, causes a certain instrument to play.

If that’s not enough to intrigue you, the video includes an addictive, added bonus. After Crews’ song is finished, an interactive experience allows you to create your own hit single/tinnitus-inducing cacophony. Simply pressing the keys on your keyboard causes Crews’ muscles to flex, which in turn plays the instruments (or causes him to yell, sing, or ask for a hat).

Watch the video above and check out the interactive version here where, at the end, you can create and record your own composition, and even save it to your Vimeo channel.

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