senckađ
Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745
Dolph Lungdren Gets His Sweat on in Deepfake Spot for Old Spice
01/03/2022
Group745
Editors
London, UK
404
Share
Cut by The Quarry's Ben Campbell, this Old Spice spot for Wieden + Kennedy is directed by Biscuit Filmworks's Andreas Nilsson
Group_3646

Conjured up by the fantastic creatives at Weiden+Kennedy, ‘Hang On’ for Old Spice was designed with a very certain and singular vision. 

A vision that, considering its ambition, needed the perfect director to helm the project and the perfect editor to put it together; enter long-standing collaborators Andreas Nilsson (for Biscuit Filmworks) and Ben Campbell (The Quarry).

The spot’s successful execution was dependant on several elements: the use of state of the art deep-fake technology, an authentic and acute depiction of over-the-top 80s action cinema, and  - most importantly - the approval of Dolph himself.

The campaign ventures into, as W+K rep puts it, "... uncharted territority." Deepfake technology has been mainly limited to a portrayal of a celebrity looking straight into the camera; in 'Hang On', Dolf Lundgren's face is deepfaked into an extremely busy scene between two actors, charged with drama and tension. 


Director Nilsson, an adept at coaxing comedy from both his actors' performances and the clever use of photography and production design, channels first-rate Hollywood cheese with industrial bursts of steam and a white knuckle grip for dear-life. 

The edit was more challenging than most, requiring a very fine balance between using the excellent performance of the actor and imprinting the iconic likeness of Dolph Lungdren; "if one was pushed too far," says Ben, regarding the fine-tuned equilibirum needed, "...the effectiveness of the other would be lost. 

Despite these complex technical hurdles, the team pulled through to deliver a deeply funny spot that has set the bar for comic adverts in 2022. 

Credits
Brand
Agency / Creative
Production
Post Production / VFX
Editorial
Music / Sound
Credits
Brand
Agency / Creative
Production
Post Production / VFX
Editorial
Music / Sound
Work from The Quarry
Group745
Modern Witch Trials
The Cybersmile Foundation
05/02/2024
5
0
Group745
The Thief
Future Islands
31/01/2024
7
0
Group745
Grow Like Only A Teacher Can
Department for Education
15/01/2024
61
0
ALL THEIR WORK