There is no right or wrong, there is only your journey. A celebration of choices and transformation.

Director: Albert Klinke

How to celebrate men without being chauvinistic?

Natura, has always been primarily associated with women. However, for the first time in its history, the brand was set to launch a campaign specifically focused on men. The goal was to promote three new male fragrance by celebrating the lives and stories of men.

We aimed to honour the journeys of real men, showcasing their personal stories of transformation and self-discovery, highlighting the importance of promoting diverse and inclusive representations of masculinity.

To launch the campaign, a film that showcased the remarkable lives of three distinct men, inviting the audience to be part through the campaign’s website.

Knolling the journey

We chose to celebrate life as a one-of-a-kind journey that is shaped by the choices we make. To visually capture a man's life journey, we turned to the art of knolling, which involves organizing objects in a neat and orderly way.

A man's life is reflected in the collection of objects that accompany him on the journey. From skateboards and shaving kits to climbing gear, perfumes, and a wedding ring. Each object symbolises the choices that men must make along the way as they navigate their unique paths.

An entrepreneur, an actor, and a dance teacher were invited to share their life stories on our film, as a plastic artist created an art canvas for each of them with objects that refer to their life’s choices. A tribute to their journeys.

The audience have the chance of doing the same on the campaign website, creating by an experience their own visual journey.

We developed a library of over 5,000 distinct objects that represented various options for the public to choose from. Additionally, we created in-house technology to assemble the images. The objects self-organize by their shape, similar to Tetris, and the IA learned through experience which combinations of size and colour looked best together.