Context
Masculinity is an outdated concept that needs redefining from the perspective of self-care for every individual, recognizing that toxic masculinity hinders personal well-being, feeding into the stress of a demanding and outdated society.
Objective
To raise awareness of the need to rediscover and value the true inner strength that allows us to proudly show who we really are, without relying on standards that block our well-being.
Idea
Drawing on the male insight of “Virility as a show of strength and dominance,” we created a short story where men could feel identified with an analogical situation many, if not most, have experienced and how it can be redefined
Implementation
For this campaign’s implementation, we produced a short video based on an analogy, narrating the story from an external viewpoint to diminish the importance of virility, transforming it into “inner strength.”
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Works
Agency: X Media Strategies Producer Company: Cresta Media General producer: Carlos Espinosa Actors: Jose Anthony, Cira Valenzuela Director & Creative: Jhony Cubides Executive Producer: Vanessa Quintanilla Producer: Joseph Espinosa, Rosa Lemus DP: Nicolas Vallejo Producer Designer: Angelica Cubides Sound Director & mix: Edward Cubides Editor: Jorge Velez Color: Nataly Yepes Makeup artist: Amanda Rose