We wanted to talk about the diversity of our content for different men. We thought it suitable to talk to the men who, no other mens brand turned to look at. We decided to talk the men who weren't born as men, but who fought to be and who learned from it day by day. We did this through Pablo's true story, a transgender man, who despite his childhood and youth would not give up until he was the man he had always been. The idea is a journey through his transformation stages, that culminates his welcome on behalf of the brand, not only to him, but to the entire transgender community.

Because men are made, not born!

The film was launched on Maxim´s social media and website, besides important LGTB influencers who echo the film on their own channels.

Beyond the quantifiable results, the principle result is that a brand such as Maxim stopped to be seen as only a search for naked woman, and is now a brand also with content for a variety of men.