Apart from a staggering 70+ layer EDL, the spot features an innovative concept that makes music fun for all ages. Old Spice Guy Terry Crews is linked and synced to dozens of whimsical instruments that he controls by moving his muscles.

"It was all about timing," says The Mill Creative Director Phil Crowe. "Making each muscle movement perfectly synced to the sound and instruments in a believable and engaging way proved quite the challenge in an over 1800 frame clip."

"Designing for an interactive environment poses some unique challenges, which really pushed forward our creative powers as a team in new and innovative ways," elaborates The Mill 2D Lead Nick Tayler. "Every part of the project from concept, through the shoot and execution was tailored to create the most entertaining and engaging interaction possible for our audience. This was an incredibly satisfying challenge to complete, and a lot of fun for the whole team."

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