We begin with the cropped photos of the typical men's success: abs, muscles, money, expensive suits, super cars.

"Men's successes are bigger than just what you see on screen" - the super appears on the black screen.

We are then shown a bigger view of the previous photos: the successes of young men, not just muscles and money but passion and self-fulfillment also.

We end with the line: "Together, let's imagine a bigger picture for men's success"

The challenge:

There is a big gap between the way how young men perceive success and how it is portrayed in the media.

The brief:

Create a film that redefines what it means to be a successful man today.

Objective:

Help young men find new ways to look at themselves and their definition of success in advertising.

The strategy:

In this film, we aim to evolve masculine depictions. Instead of providing definitive answers or creating a new set of "rules" for portraying male success, we open up possibilities. We invite viewers and advertisers to join us in the discovery process.

The target audience:

Young men from 17 - 30, who are influenced by medial portrayal of masculinity and success.

And advertisers who want and can make a change.

The insight behind our film:

Young men spend the majority of their time in the digital space. Traditional portrayals of men’s success are as limited as the media we watch on our tiny screens.

Our thinking:

What if we could see beyond the cropped view of traditional men’s success portrayals? This question forms the foundation of our entire film.