The Men In Progress series of social videos feature dozens of guys talking candidly about being a man today. From the last time they cried, to how they feel about their body, to their relationship with their father.

Every perspective on modern masculinity was given an opportunity to be aired. From hating football, to being defined by it. From refusing to ever show emotion, to crying at musicals. From being obsessed with their looks, to paying no attention their looks. Whatever the topic, there was no script, no party-line and no particular moral being preached – other than to demonstrate that masculinity has never been more complex and contradictory than it is today.

Whilst the majority of contributors to the film were members of the public, they were accompanied by some familiar faces from the worlds of sport and music in the UK. These celebrities and influencers were deliberately given exactly the same billing in the content as ‘regular’ guys.

The episodic format of Men In Progress allowed us to release content at timely moments, when the topic being discussed felt the most pertinent. Guys discussing their relationships with their fathers, for example, was released on UK Father’s Day to maximise the cultural relevance of the campaign.