A new human look

Traditional ideas of masculinity were narrow and rigid; men were expected to be unemotional, stoic and macho. Modern masculinity is a far cry from that. It's characterised by emotional expressiveness, respect for women, recognition of diversity, involvement in caregiving, and a focus on mental and physical health. It has become more human.

This new Philips range eliminates traditional compromises in grooming performance, enabling men to be uncompromisingly themselves. There is a sense of liberation from expectations to conform, and freedom: to choose, define, create and showcase one's authentic self.

Photography

The films were accompanied by photography highlighting the product's new look, its features, and the end result: men showing their authentic selves.

Created with Wenneker

I crafted the Creative Direction for this project including the Visual Direction for the bathrooms which were color coded to each product tier. I also wrote the scripts and developed the personas for each each product and Tier.

CLIENT: Philips
RESPONSIBILITIES: Creative Direction, Visual Direction Direction, Scripts
AGENCY: Wenneker
PHOTOGRAPHER: Tom Hull
DIRECTOR: Joost van Deijzen