We developed a strategy with Axe for their body wash that would help men to take the confidence they have in their bathrooms out into to the world. Because there is no one way to be a man. We felt the way to do that was with disarming pep talks about masculinity from inside the bath tub. Actor and comedian Lil Rel Howery was enlisted to be our spokesman. In an afternoon we shot loads of films on all manner of subjects, until Lil Rel’s hands got wrinkly, and then a bit longer, inviting people to Explore their Bathsculinity.