The film answers the question of “when do men become men?”. First, it shows different old fashioned masculine versions of success such as money, luxury clothes or cars. But then the film presents a new success, when men embrace that they can cry. From that moment on, the film shows different everyday situations that may make men cry: a carousel, an old couple, dogs, cute stuffed animals and everything that surround men if they are willing to open their hearts.

Gen Z men are here to redefine the concept of masculinity and to overthrow the image of successful, unsensitive and all-mighty men. They are ready to show the world a more emotional point of view, but they don’t find their own version of men in media content. It is time to show this new image of masculinity and empower these new men to keep going in this direction.

In the search for new ideals of success for Gen Z men, we discover they have won a battle no other generation has: the right to express emotions whenever they want to.

This film addresses a long-standing debate: when do boys turn into men? After years of men being taught not to cry, this new generation is open to show their sensitive side. And that for us, is the new answer to when boys become men: when they are ready to cry.

By depicting situations that might move these new men, we show the target audience a more sensitive male figure with whom they can identify.