S.Q.U.I.D.

Client

Old Spice

Year

2017

Categories

EXPERIENCE · TECHNOLOGY

Eight strangers on Twitch steering a thousand-part animatronic kraken.

1,000+

Moving parts

Livestreamed quests

youtube/HkReyJF_29E · 16:9

S.Q.U.I.D. stands for Shared Quests Uniting Individual Dudes. It was a Twitch experiment for Old Spice: a robotic kraken with over a thousand moving parts, dropped into a classroom set and handed to the internet.

Close-up of the animatronic kraken's face

For three days, rotating crews of eight strangers had to somehow cooperate, each controlling part of the beast, steering its tentacles through twelve livestreamed quests, pizza parlor shift included, in a state of carefully orchestrated chaos. Built at the São Paulo Makers Lab.

The kraken's tentacles sprawling across a classroom set on the livestream

Performers flanking the thousand-part animatronic kraken on set