Former NFL player and actor Terry Crews plays a ramshackle drum kit with his bulging muscles in a viral campaign from Vimeo and Weiden+Kennedy for Old Spice. Absurd, interactive and seamlessly executed, the campaign garnered 1.5 million views in its first day. At the end of the video, viewers are encouraged to remix their own music with Crews’ muscles and upload the results straight to Vimeo. Fast Co. reveals how it’s done.
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