Old Spice TVMD

Every 5 years a digital campaign comes along that sets the world abuzz and crosses over from geek-stream to main-stream. The most recent campaign to gain this coveted position was from Weiden + Kennedy, for none other than Old Spice. Not this one, but we thought we’d mention it so you can google “The man your man could smell like” and see far better work than this. Or if you take delight in hearing the struggles of the underdog, keep reading.

The Old Spice School of TV Medicine was a project where all of SilkTricky’s skills would be called upon. Just ask the Production Assistant who we strapped Rollerblades to, increasing her efficiency by some 30%. Strategies such as this made it possible to call it a wrap at the end of a two-day live action shoot; at an abandoned hospital we’d scouted. The shoot was directed by our co-founder and Creative Director; Chris Lund. When asked how he pulled off the Soap Opera style drama, Chris responded, “Missing out on Scooby Doo and The Smurfs, as my Mom fed her Young & The Restless addiction, turned out to be a profitable sacrifice. I guess mother does always knows best.”

As the production team was out shooting the on screen fireworks, our development production commenced in an equality dramatic fashion. Our Technical Maestro conducted a diverse team in an orchestra of back-end and front-end development, where code and animation sang out like a siren, luring all passerbys to peer into our windows in curiosity and awe. Perhaps the cameras should have been trained to our cubicles instead, as this Orchestra turned to Symphony, then to Philharmonic. When the Maestro finally set down his conducting baton, the crowd cleared and the results were pushed live: A microsite incorporating the live action production and a Rich Media campaign filled with fantastic drama. And then the Maestro did what any good Maestro does after launch– Straightened his bow tie and prepared the team for endless revisions.

Old Spice TVMD Microsite →
“Sex Appeal” Rich Media →
“Sweat” Takeover Banner →