‘Men in Progress’ aims to detoxify the stereotype of masculinity and diversify the vision of the modern man with an optimistic intonation and addresses some of the outdated alpha-male interpretations of what it means to be a man. Tall, strong, sensitive, paternal, decisive, stylish, fearless and brave versus subtle, emotional, houseproud, tentative, modest, patient and confident: the new rebooted approach to masculinity.
The new campaign explores the relationships men have during their lifetime with themselves, with friends, women, family and careers, and takes us on a journey to examine what it did mean to be a man and what it can now mean.
The film uses emotion and humour to illustrate a man's progression through a responsible life with a high-speed VO and fast editing.
Film advertisement created by Air, Belgium for Jules, within the category: Retail Services.
Production Company: Hamlet
Creation : Arnaud Bailly, Karel De Mulder, Romain Félix, John Benois
Special thanks to: Charlotte Keup, Pauline Héraly, Bérengère Lurquin, Anastasia Bousson, Chantal Gillet, Renaud Goossens, Dominique Ruys, Jason Felstead, Thomas Landeloos
Movie production Agency: HAMLET
Director: Julien & Quentin
VFX and post-production: divide.tv
Sound Production Company: Sonhouse
VO FR : Krisy / @de.la.fuentes
Music: Quentin Garabedian