Gillette hired Director Michel Gondry, noted as the “Eternal Sunshine of the Spotless Mind” director, for the company’s “Built for Training” program. Gondry was in charge of creating a promotional video that accurately depicted Gillette’s mission. Turning a recording studio into a weight room, Gondry and LCD Soundsystem orchestrated a daring musical experiment, featuring athletes Champ Bailey, Kayvon Webster, Ramon Foster, BenJarvus Green-Ellis, Giovani Bernard, and Mike Galic, Jr.
In the music video, each athlete contributes to the training track, creating a multi-layered musical performance. A wide range sounds, such as the sound of the rolling treadmill, the whipping sound of jump ropes, and the pounding sound of the sand bag are all what makes this music video different because it changes not-so-whimiscal-objects into funky instruments.
In a press release, Gondry shared:
I’ve worked in the cinematic industry for nearly three decades and until now, have never had the opportunity to work on a program that sits at such a perfect intersection of both music and sports.
The music video is made out of typical sounds heard in a gym. See Gondry’s impressive work for yourself.