The team at Macy's came to us with a desire to make a bold statement and introduce their new INC Men's Night Out holiday product line. The goal was to utilize paid social to generate awareness and drive sales. We concepted and developed a campaign thesis and strategy to meet the goals through a high profile video production and photoshoot with a premier influencer.

Our thesis was simple : Permission to be bold. You define your style, your career, your life. You are self-made, but INC is your co-conspirator. Your partner in pushing boundaries with what you wear, where you go, and how you arrive. Wear clothing you love. Go places beyond your expectations. Be yourself always.

From here we casted Nyle DiMarco to personify our thesis. Nyle is an actor, model, activist, and the first Deaf person to win America's Next Top Model Cycle 22 and Dancing With The Stars Season 22. His Nyle DiMarco Foundation works to improve the lives of every Deaf person in the world. All this combined with his influence created the perfect fit for our thesis. He has a powerful presence, intense eyes, has a distinct edge to him and fit the clothing style and brand well.