Campaigns & Content
Mobile & Platforms
- VFX & Post
VR & AR
- Rich Media
- For Good
Old Spice: Muscle Surprise
Wieden & Kennedy PortlandVisit online
Wieden & Kennedy Portland
Old Spice: Muscle Surprise
Feel the power of Muscle Surprise: the final frontier of Flash. To capture the magic of Terry Crews — the potent prince of Old Spice — we flexed every fiber of our production prowess, from film and post production to game and sound design. Muscle Surprise allows you to uncover all the secrets behind Terry’s powerful body. The interactive experience includes nearly 200 original scenes, sweated together in a matter of weeks by MediaMonks and the crazy minds of Wieden+Kennedy Portland. Start exploring and witness why hundreds of thousands procrastinated with Terry for over 5 minutes on average.
In Muscle Surprise, Terry wants you to check out the characters living inside his body. Every muscle conceals an adaptive storyline, hinging on your prior interactions. It’s up to you whether to eradicate or to excuse these mini Terrys. While probing Terry’s muscles, you’ll interact with characters ranging from a super villain and a plush tiger to an erratic robot and a playfully incompetent doctor as they explore each of the explosive stories.
Each muscle offers a gateway to a new narrative. You hold the power to alter the experience based on the decisions you make when interacting with the mini Terrys. Enter Terry via his abdomen and you’ll engage a storyline starring gym-rat Terry; start with his bicep and you’ll find an entirely different plot, ultimately strengthening your belief in the power of Old Spice.
Complete with carefully orchestrated sound effects and super random explosions, Muscle Surprise is amongst the most idiosyncratic projects to ever hit the MediaMonks office. We’ve brought out all the guns from our animation arsenal, passing assets around until it fit the production perfectly. From a 2D talking tiger to a fully-animated 3D robot, the eclectic mix of characters somehow had to aesthetically make sense in the grand scheme of things.
Muscle Surprise presents a strong case of teamwork & technology coming together in no time. The project required us to use every bit of production muscle we have in-house. From the live-action footage and the 3D animations to the sound design and the technical built, to make it work, everything had to work.
- Schapenkamp 2 1211 PA Hilversum The Netherlands
- +31 35 621 21 50
- 23 Heddon St W1B 4BQ London United Kingdom
- +44 20 7440 3580
- Norrlandsgatan 18 11143 Stockholm Sweden
- +46 8 50 70 35 00
- Boutique Offices, Villa No. 8 Knowledge Village 12 Al Sufouh Rd Dubai, PO Box 502921 United Arab Emirates
- +971 52 948 6613
- 127 Elizabeth St 10013 NY New York United States of America
- +1 347 767 6929
- 1214 Abbot Kinney Blvd Venice, CA, 90291 United States of America
- +1 907 891 8571
- R. Fidalga 162, Vila Madalena 05432-000, São Paulo, SP Brazil
- +55 11 3097 0508
- El Salvador 5137, Palermo C1414BPS Ciudad Autónoma de Buenos Aires Argentina
- +54 11 5368 2189
- 135 Yanping Rd, Jing’an Shanghai 200042 China
- +86 151 2109 7484
- 30 Bukit Pasoh Road 089844 Singapore Singapore
- +65 64 389 897