Born from the idea that listening to music is an integral part of athletic training, 16 athletes, including five NFL players, came together for a musical experiment. One of the Directors didn’t want to shoot in a warehouse or gym. He wanted to treat things like a real recording session captured on camera. So the film/sounds/music were recorded in Studios. Sounds come from exactly what you see. Music was recorded as it was shot.

16 athletes including 5 NFL players came together for a musical experiment directed by Michel Gondry, in collaboration with Phil Mossman from LCD Soundsystem. Gondry wanted to capture a music recording session on camera. So the sound and music for the film were recorded at the legendary Ocean Way Recording Studios. Before shooting, sound engineers scouted workout machines to serve as 'instruments', studying their unique sounds. The composition was designed according to the sounds that equipment or movements made. In the film, sounds come from exactly what you see. Music was recorded as it was shot. Music composition by Gondry and Mossman.

As a result of the video, Gillette Deodorant became the first deodorant to be firmly associated with high-performance training. And because of the unique cast of NFL players featured in the film, along with Michel Gondry and LCD Soundsystem’s musical collaboration, the message spread rampantly online: on blogs, in magazine and news publications, and on social channels. In the end, the video left viewers knowing one thing for sure: Gillette Deodorant is 'built to perform, built for training'.