Man up

"A Man's Way" is a film that raises questions about the role of modern men.
Gleb is a model of a successful businessman: a beautiful wife, an expensive car, and a new cottage. However, his perfect life changes dramatically after his wife's conflict with a drunken neighbor. Gleb faces a choice: resolve the conflict peacefully or do what in Russia is considered to be “a man’s way”.

Distributors doubted the success of the film, believing that the story and actions of the main character wouldn't resonate with the audience, as they didn't align with the conventional idea of what “a man’s way” means. Consequently, no budget was allocated, and the film was scheduled for unpopular screening times in select theaters.

Our goal was to capture the attention of a wide audience, generate demand, and increase the number of screenings.

Client: Spot Production
Agency: Voskhod
Creative Directors Anton Rozhin, Andrei Gubaidullin
Copywriters Ilya Starikov, Denis Khaziakhmetov, Georgii Kornilov, Artem Vanchugov, Aleksandr Berezin

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