The video features Crews strapped to a makeshift drum kit, surrounded cymbals, saxophones and a keyboard.
He plays a song by moving his muscles, which are attached to a set of pads on his pecks, arms and abdomen that are hooked up to the instruments.
The video then turns into an interactive experience in which consumers can control Crews' muscles and the sounds he produces through their own keyboard, and then record their own version of the song for Danger Zone.
The video was created through a collaboration between Wieden & Kennedy Portland, video platform Vimeo, director Tom Kuntz, Mackenzie Cutler and production company The Mill.
Vimeo has built a custom experience and a creation tool for Old Spice that can be embedded into all of the brand’s social media channels.Follow @loullamae_es
This article was first published on campaignlive.co.uk
The games console as we know it is dead. When Microsoft unveiled the Xbox One earlier this week, it was clear that this was more than a device that would enable you to play Call of Duty or FIFA – this was, in Microsoft’s own words, “an all-in-one home entertainment system”.