This collaboration with Mantra Menswork set out to establish the brand as well as the concept of Men’s work in Scotland. In a market where few points of references existed, the key was to create promotional materials that are relateable and that spark conversation. In short, we wanted the men that needed this work to find it.

Our approach was to create documentary-style videos that:

- Promote Mantra’s weekend retreats and their benefits on the attendees
- Share the attendees’ pain points and stories in a way that resonates with other men who find themselves in a similar position
- Make people want to share the content on socials

The results?

26k+ organic views on instagram, and an average of a 1000% increase in views per video within one week of posting.