This film is inspired by the viral TikTok trend "I’m looking for a man in...," a phrase that serves as a conversation starter and challenges outdated norms of masculinity as what we look for can be influenced by the media. This film features a variety of male voices, each complementing and building on the others' statements, challenging and redefining what we look for in successful men today. Each statement is accompanied by visual treatments that enhance a new definition of success for males. Real, relatable lifestyle footage shot on a handheld iPhone contrasts the outdated portrayal of male success with today's multifaceted men through visual jump cuts and quirky zoom-ins and zoom-outs. Capturing confident men of all ages to inspire young men to be the men that lie within them—rather than seeking external validation for success, concluding with the statement, "I’m looking for the man within me."

The objective was to rewrite how young men are seen in today’s world—going beyond muscles, money, and misogyny to inner confidence, happiness, and relationships. A film that speaks to Gen Z men who spend their time in digital spaces. With our limited time, we decided to film handheld on an iPhone instead of setting up too much equipment. We wanted the film to look as natural, real, and relatable as possible, resonating with the content seen on social and digital platforms. We filmed men of all ages whom we encountered on the streets of Cannes, keeping in mind diversity and inclusivity. We aimed to capture the power of individuality as the new success. The strength of a more personally and intimately fulfilled man to inspire the younger generation. This fulfillment is achieved when one looks within.

Our film is inspired by the current TikTok trend "I’m looking for a man in…"—a song where a female voice lists characteristics of a successful man: "Finance, trust fund, 6ft 5, blue eyes." Each characteristic has been influenced or introduced by the media. This song creates pressure for young males to conform to outdated norms of masculinity by hinting towards that wealth and good looks as defying factors of success and challenging that is liberating. Therefore, we wanted to take this viral TikTok trend and twist it to reach our Gen-Z target audience by redefining the characteristics of success. The story is told through the voices of several young men as they redefine what it means to be a successful man today: a man who is emotionally aware, a man who views happiness as success more than money, and a man who seeks long-term healthy relationships, both romantically and socially. A man who doesn’t seek external male portrayals or validation for the man he has to be; instead, he looks internally, celebrating his own individuality and personal fulfillment. Every redefinition is complemented by a visual image that includes the men of today and tomorrow, filmed through a hand-held iPhone to engage and inspire young men on digital platforms to look for the man within themselves as success lies within them.

TikTok Trend Reference:

https://www.tiktok.com/@primevideode/video/7368866511022312736?q=man%20in%20finance&t=1718729731140