The latest thing to go viral is Old Spice’s “Muscle Music” video (above), where after watching an impressive display of musical flexing, users can play their own muscle-y tunes by pressing keyboard keys. Old Spice has always had incredible advertising, but this interactive Weiden + Kennedy video brings a fresh perspective to the brand.
Interested in how this was done, I came across The Atlantic’s interview with Abby Morgan, Vimeo’s Senior Manager of Strategic Sales Partnerships. Here’s what The Atlantic, had to say, according to author Kasia Cieplak-Mayr von Baldegg:
“Wieden came to Vimeo back in June, and together they worked with the visual effects shop The Mill to produce the spot. Asked why Wieden selected Vimeo over other video platforms, Morgan explains, ‘I think it was because we were willing to work with them throughout the entire process of ideation, creation, production … because we were willing to take the journey and step into the trenches with the creative process.’ In addition to the live video recording of Crews, the video is a composite of over 150 different elements. While the Flash player runs through the music video, it loads the interactive portion, which is ‘effectively a new player.’ The real triumph, Morgan says, was figuring out how to speed up the server-side compositing of 150 moving parts so that users could record and save their own Muscle Music videos. The process they came up with is surprisingly fast; watch the progress bar load and it just gleefully declares ‘COMPUTER STUFF HAPPENING!'” (The Atlantic)
Source: The Atlantic