Old Spice x SypherPK
8.2M views
Using streamer talent to introduce Old Spice to a new generation.
Old Spice wanted to connect with a younger, digitally native audience without feeling like it was trying too hard to be relevant. Th3ToolBox and United Esports partnered with SypherPK — not as a spokesperson, but as a cultural bridge — letting his voice, tone, and community context naturally introduce the brand in a way that felt authentic, entertaining, and aligned with how this audience already consumes content.
Role: Producer
Campaign Ecosystem
The campaign was designed as a connected experience — a live brand moment, extended through social and paid, and held together by a consistent narrative and tone.
Built a real-time interactive brand world using green screen, live animation, and character design within the livestream format.
Directed narrative flow and performance so the streamer could “enter” and interact with the brand world rather than simply talk about it.
Translated the live experience into short-form social and paid assets to extend the campaign beyond the stream.
Orchestrated live production, animation, platform, and post teams to ensure consistency across all touchpoints.
In the Studio
