Building on the master brand's promise of "simple routines, remarkable results," we approached this sub-brand refresh with a no-frills attitude aimed at stripping away the artifice of typical male model-driven men's marketing. Featuring noted actor/director Daniel Dae Kim, travel entrepreneur Jeremy Jauncey, and survival personality Levison Wood, the campaign highlighted the substance of who they are, rather than simply how they look, in a "warts and all" approach.
