This is kinda related to the bodybuilding section, but I figure I would get a better answer in the strength sports section.
In the article about Hollywood muscle, CW suggests o-lifts, with some form of technique modification to emphasis the tension in the shoulders.
"The parameters for the former client are all about establishing proper motor patterns in order to prime his system for moving large loads. The latter client doesn't need to lift world-record loads, so I'll employ technique tricks to put a larger emphasis on his shoulder region, thus increasing the tension his shoulder muscles are exposed to."
Any ideas what he's suggesting? Maybe no shrugging involved?