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Campaign Work, Monday, 30 July 2012 02:47PM
The humorous 30-second ad demonstrates how deodorant (doubling up as a motivational cassette tape) encourages the growth of muscles and beards.
The spot closes on Old Spice’s tagline, "believe in your smellf", as well as the logos of its parent company, Procter & Gamble, and the Olympic Games. P&G is a worldwide partner of London 2012.
The work was creative directed by Jason Bagley and Craig Allen, written by Jason Kreher and art directed by Max Stinson. It was directed by Tim Godsall through Biscuit Filmworks in Los Angeles, with VFX/animation handled by The Mission.
This article was first published on Campaign Work
Technological innovations are everywhere, and while we may hear about a number of fascinating new developments, few will actually truly define the future of retail. Considering the changing landscape, technology is irrelevant if you don’t first understand both the behaviours and motivations of consumers in a hyper-connected, multi-channel world.