Old Spice – 6-Second Sprint

Client: Procter & Gamble / Old Spice
Agency: WHSE.CO
Production: Wagner Media
Role: Director of Photography

Old Spice needed a scalable library of high-performing creative assets to support lower-funnel digital advertising across multiple product lines and scent variations. The goal was to develop a large volume of short-form content that could be efficiently deployed across paid social, digital, and mobile platforms while maintaining the brand's signature humor and energy.

Produced as a multi-day studio shoot, the campaign leveraged a flexible green screen workflow to maximize efficiency and creative output. Working within a focused production schedule and budget, the team developed and captured 29 unique six-second concepts designed to quickly capture attention, communicate product benefits, and drive engagement.

Each concept was delivered in multiple aspect ratios to support platform-specific placements, resulting in a total of 87 finished assets. The final campaign provided Old Spice with an extensive content library that could be deployed across a variety of channels and audience segments, supporting ongoing optimization and performance marketing efforts.

As Director of Photography, Dan Wagner led all camera and lighting design for the production, developing a streamlined studio workflow capable of maintaining visual consistency while moving efficiently through a high-volume shooting schedule. The approach balanced speed and flexibility with the polished visual standards expected of a global consumer brand.

Services

• Director of Photography
• Commercial Cinematography
• Studio Lighting Design
• Green Screen Production

Deliverables

• 29 Unique Creative Concepts
• 87 Final Assets
• Multi-Platform Digital Advertising Content
• Paid Social & Performance Marketing Creative

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