Men in progress
Masculinity is in flux. A guy needs to be both strong and sensitive. So how does a male grooming brand represent its audience in this world? We flipped the Lynx portryal of the guy on its head, and let real men speak for the first time.
CLIENT LYNX YEAR 2016 ROLE ART & CREATIVE DIRECTOR
Through a series of 9 films, we explored a huge range of subjects from their gender and sexuality to their relationships with their fathers through to the last time they cried.
" It’s commendable how Lynx are integrating LGBT diversity into their advertising without making a massive deal about it. It just seems so natural, which is great, because it is. "
Jamie & Shaaba
AMAZING STORIES
We interviewed 80 guys and girls for 80 hours which gave us a huge amount of viewpoints, anecdotes and emotive stories to create our films from.
THE FILMS
Released across the year as a series in line with culturaly relevent moments, each have been supported with social content, influencer outreach and media partnerships.
Oh and I got to hang out with Anthony Joshua...
