Sid Lee North America, Agency / Creative,

Description

This black and white montage features a series of diverse men and textual overlays addressing themes of expectations, stress, fate, and personal growth. A man lies on the floor, followed by a close-up of a Caucasian man's concerned face, and a display of men's magazines. Text overlays spell out words like "START", "EXPECTATIONS", "STRESS", "FATE", and "WORK IN PROGRESS". There are also close-up shots of faces and hands. The video ends with a group of men at an outdoor barbecue. The video is moody and uses stark contrasts in the black and white color palette to convey emotion.