For Old Spice’s “Barbershop” campaign, Modern Logic teamed up with director Mike Diva and client Wieden + Kennedy to craft a warped, surreal take on the classic barbershop group. The project combined humor and nostalgia with a bold visual twist, capturing Old Spice’s signature blend of tradition and irreverence. This campaign was designed to connect with Old Spice’s diverse audience, breathing fresh humor into a barbershop setting that reimagined the original style with a quirky, modern flair. Wieden + Kennedy selected Modern Logic as the ideal creative partner to capture Old Spice’s distinctive voice through a combination of musical and visual elements that would resonate with a broad demographic.
Our team oversaw music composition, performance, and recording, collaborating with Grammy-winning David Dahlquist, singer-songwriter Nick Lutsko, and director Mike Diva to produce an unforgettable soundtrack that captured the essence of the spot. Visually, the project included heavy compositing, 3D modeling, animation texturing, and VFX supervision, building a unique and immersive environment for this modern barbershop twist. This unconventional take on the barbershop group, with vibrant textures and exaggerated characters, provided a fresh and entertaining experience that stayed true to Old Spice’s bold brand.
