Old Spice

Concepted this insanity with Matt Sorrell and Ashley Davis-Marshall, then they made it real with teams at W+K and MediaMonks. 

S.Q.U.I.D., (Shared Quests Uniting Individual Dudes), is a giant robot squid announcing Old Spiceā€™s new Krakengard scent. S.Q.U.I.D. was controlled by 8 friends at a time attempting different challenges LIVE via Twitch.

Press: FWA,  Laughing Squid, AdWeek, AdAge, The Awesomer, Technabob