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Creative

Man Rebooted: HAMLET’s Julien et Quentin Directs ‘Men in Progress’ Spot for Jules

Man In Progress captures the sterotype of masculinity and how the modern man is breaking that down

Man Rebooted: HAMLET’s Julien et Quentin Directs ‘Men in Progress’ Spot for Jules

HAMLET directing duo Julien et Quentin direct ‘Men in Progress’, a humorous, fast moving, high energy TV spot which launches on Sunday 1st November for French and Belgium menswear brand Jules, created by agency AIR Brussels.

‘Men inProgress’ 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of masculinity and diversify the vision of the modern man with an optimistic intonation and addresses some of the outdated alpha-male interpretations of what it means to be a man.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 filmuses emotion and humour to illustrate a man's progression through a responsible life with a high-speed VO and fast editing.

Arnaud Bailly, creative director of Air Brussels said: "Julien et Quentin understood that we needed to strike the perfect balance of humour, drama and authenticity instantly. They worked seamlessly alongside our client, our social strategist and our creative department to deliver a film that we are extremely proud of."

Julien Martorell, one half of directing duo, Julien et Quentin added: "We wanted to highlight that there is not really a right or wrong answer to this often-asked question "what does it mean to be a man"? We wanted to show the right tone, without taking the moral high ground, that was very important to us. As well as showing something optimistic. Something to make the viewer smile."

Men in Progress is on air in France and Belgium.

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Client

Client: JULES

Agency

Creative agency: AIR, Brussels

Creative Director: Air Creative Council

RTV Producer: Bérengère Lurquin

Account Director: Pauline Heraly

Account Executive: Anastasia Bousson

Production

Production: HAMLET, Brussels

Executive Producers: Jason Felstead / Ruben Goots

Director: Julien & Quentin

Producer HAMLET: Thomas Landeloos

DOP: Benjamin Todd

Post Producer: Dominique Ruys

Editor: Marie-Réglisse Monsimier

Art Director: Benedict Van Acker

Stylist: Lisa Lapauw

Post Production

Post Production: Divide, Ghent

VFX Supervisor: Maarten Baert

Colourist: Xavier Dockx

Music composer: Quentin Garabedian

Sound Design: Sonhouse, Brussels

Category: Beauty & Health , Shaving

Genre: Dialogue , People , Storytelling