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Making A Viral Video | Old Spice

By Tuan Tran on November 25th 2013

Creating The Viral Video

Old Spice has been around since the Roosevelt administration was in office, but it really caught peoples attention with their viral commercials in 2010 featuring Isaiah Mustafa flying through multiple scenes in ONE take. From the creative writing of Art Director Craig Allen and Copy Writer Eric Kallman was born the idea of shooting an entertaining complex series of precise camera movements and moving parts in a single take.

In this video we see the charmingly handsome Isaiah relaxing on a beach when suddenly he is playing a harp on top of the Matterhorn, then dives deep into the ocean to swim into his romantic living room. The commercial happens in a flash, but aside from feeling like you need to work out more, it is effective in getting their viewers attention and taking them on an adventure unlike most commercials.

Making of the Old Spice Commercial


Director Tom Kuntz used a precision portable motion control camera rig known as the Milo. As described by the makers of Milo:

“Milo is the worlds best portable system because of its rigidity and being fast enough for live action shooting.”

The Milo rig is made for quick starting and stopping to allow for the precisely timed camera movements necessary for this shoot while maintaining remarkable stability. The planning that must have occurred to create this one take shot was professionally executed and well thought out. Old Spice presented a commercial to be viewed by over 6.7 million viewers within the first 24 hours with the Milo system in conjunction with strategically planned automated effects done by an amazing camera crew.

Official Old Spice Commercial


Do you think this commercial would have been better had it been taken with multiple takes or shots instead of one continuous shot? Did you like this commercial or do you just enjoy listening to Isaiah’s manly voice? How would you make a viral video? Let us know in the comments!

[Source: Reddit]

About

Tuan is a photographer with Lin and JIrsa Photography, a writer for SLR Lounge, and a freelance wedding and commercial photographer in Southern Cali.

2 Comments

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  1. Bailey

    These commercials are amazing and Isaiah really does have a dreamy voice. I love the technique they use to shoot these!

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  2. Tanya Smith

    That is so awesome. I had no idea they did that all in one take.

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