In this film, we start with seeing young men in what seems like typical, surface-level portrayals of themselves. Flexing a bicep, indulging in food, having a drink— but a super indicates that in these seemingly small actions, they’re activating a muscle. As the actions continue, the number of muscles in motion increases. The actions and activities portrayed build to a deeper level, where more emotions are involved. The muscles that are being “flexed” by the men are the result of putting a refreshed narrative of masculinity into action. If men are all muscle, we need to rethink how we see them and put in the work.

The objective of the brief was to create new messaging in media with Unstereotype Alliance that moves away from the outdated ideologies that a man’s success is measured solely by stereotypes like appearances or finances. With their commitment to eliminating harmful stereotypes, Unstereotype Alliance needed a fresh narrative that redefines what and how a successful man should be or look like through a film. Research uncovered that men feel advertisements have not caught up to how they want to be portrayed and understood in media, where the message continues to be that a testament to a man’s success is reflected by how big his muscles are. A survey then showed that men said that compared to their younger selves, today they want to prioritize feeling happy in their day-to-day lives and having good relationships with the people in their lives.

In this film, we wanted to speak to young Gen Z men who have a demand for authenticity with a no-bullshit tolerance, especially when it comes to advertising. So when posed with the task of rewriting how young men are seen when the media tells them muscle is what makes them a man, we decided to completely agree. Supporting narratives around mental health, contributing to deeper emotional and intellectual connections, and evolving to depict masculinity as more than a singular definition are all muscles that need to be exercised. It takes conscious practice as an individual to tackle outdated rhetoric and harmful influences to then help counter stereotypes as a collective. If the portrait of masculinity is portrayed by muscle, we emphasized that muscle is then required to act on what makes him a man: the muscles used to genuinely smile, unashamed to cry, make the effort to reach out to a struggling friend, console a loved one and to simply be present for yourself and others.

By doubling down on the challenge, we found an opportunity to present an alternative to what young men are told: they’re all muscle and it’s about time we work it out together.