“The Man” features Swift’s strong lyrics that highlight the issue of a double-standard in our society. The music video to accompany the song needed to match the weight and impact of the lyrics, while simultaneously showcasing Swift’s talents as a solo director.

Swift, alongside us, brought on a production team to help execute the video and her vision. To portray the political lyrics of the song, the creative needed to address masculinity and double-standards. The only way to truly highlight the ways that sexism can privilege “alpha males” was for Swift to become one herself, metamorphing physically into a male alter ego who acts out the cultural norms that allow, and at times even encourage, men to develop overinflated egos.

To address the cultural norms and privileges that males receive in society, Swift transformed into an alpha male character. She underwent a full head to toe transformation, making her completely unrecognizable and misleading the audience as to her role in the film. Swift’s transformation into ‘a man’ took five hours every day before shooting and included VFX makeup and a muscle suit. Makeup extraordinaire Bill Corso led the team on the transformation. Whilst in character, Swift participates in gender norms that ultimately reflect ways in which men and women are treated differently in society: at home, at play, and within the workplace.

Swift released the film on YouTube/Vevo and amplified the film on her personal social platforms including Instagram. Shortly after the release, the team released a behind the scenes film, showcasing the involved process that Swift went through for her physical transformation and highlighting Swift’s process as director.

The YouTube video was viewed 11 million times within its first 24 hours of release. The film caught the attention of a massive list of media trades and outlets for its political themes and Swift’s transformation. The video received numerous VMA nominations in 2020 and garnered Swift the award for Best Director.