Old Spice: Muscle Music

Idea:
Terry Crews is so powerful that he can play music simply by flexing his muscles.

Objective:
Create an interactive experience that allows users to "play" Terry Crews and record their own music, via their keyboard.The transition should be seamless and not only work on Vimeo, but anywhere else it's embedded.

Challenges:

  • Designing and integrating new functionality on a large existing platform that we didn't own.
  • Keeping a "simple" idea simple in the eyes of the user. 
  • Platform/technological limitations (e.g. video save/upload time potentially creating bounces).

Note: While the video introducing Terry's skills is still viewable here, the interactive experience that immediately followed it up has unfortunately been removed due to talent contracts expiring. However, there is a nice little summary of the campaign that the staff at Vimeo put together if you're curious to learn a little more about the execution and impact of the campaign. 

After watching the intro :60 spot, or a user created video, Terry begins to yell at the user to create their own. The user can begin interacting immediately and a record button appears. If they choose to record, after they're done they're presented with options to save and share, or redo. A "ghost" Vimeo account was created for users who didn't have Vimeo accounts, didn't want to create an account, but still wanted to save their video.

Our initial proposal to Vimeo on what additional buttons we'd need to add in after the video play experience. This maps to the flow on the previous slide.

 Diagram of which keys would control which muscles/instruments.

Diagram of which keys would control which muscles/instruments.

 The experience live on its Vimeo page.

The experience live on its Vimeo page.