Flame Artist Chris Knight led a team that created a fantasy land of talking bears, flying birds and medusa-like heads for the campaign. In 'Raven', Ray saddles up a rocket-powered raven (Ray plays for the Baltimore Ravens) before flying off into space and destroying a planet with the raven's laser eyes. This spot required intricate rig removal, compositing and matte painting. In the talking bear sequence, aptly named 'Bear', The Mill effects team created the appearance of a packed stadium, adding players on the sidelines and replacing the background with stock footage of crowds. He also composited the explosion and added lens flashes and heat movement.

The final spot 'Heart Champion' had the most significant effects of the campaign. Ray digs into his chest presenting an Old Spice bottle in place of his heart. In addition to complicated effects like extending and rebuilding his arm, the Mill 3D team, lead by Chris Bayol, generated the vortex which Ray pulls from the Old Spice bottle. The production crew placed lights in Ray's palm so that it appeared as if his face was lit by the vortex. Chris Bayol then created a warp effect emitting from the vortex to remove any traces of the bulbs Ray was holding. To produce the multiple heads in the final scene Chris Knight composited six heads from stills and applied various shooting electric bolts.

The online spots aired in partnership with an interactive homepage takeover of ESPN.com and a 'Heart of a Champion' competition, created exclusively by Wieden + Kennedy