Levi's
Here and Now
To launch their Performance Denim collection, Levi’s partnered with Huck to create 'Here & Now', an award-winning editorial content and film series exploring how men are reimagining outdated expectations of status, identity and performance.
Following TCOLab’s research into masculinity in culture today, we documented young creatives in the UK, Russia and Germany as they pursue new paths unburdened by inherited values. Capturing each story in film, lifestyle stills and editorial assets, we drove comprehension and deepened brand affinity across Huck’s European audience and the brand's own channels, delivering a 6% brand uplift.
Beneath The Surface
The photographer documenting a new era of masculinity
Whether on the street or in the locker rooms, Owen Harvey has focused his camera on men for whom appearances mean much more than just fashion. Without realising it, he’s developed a body of work that reflects the changing face of masculinity – redefining himself along the way. Read more
Beneath The Surface
The photographer documenting a new era of masculinity
Whether on the street or in the locker rooms, Owen Harvey has focused his camera on men for whom appearances mean much more than just fashion. Without realising it, he’s developed a body of work that reflects the changing face of masculinity – redefining himself along the way. Read more
Cultural Chameleon
From ultimate outsider to underground force: A hip-hop artist’s journey of self-discovery
Tofel Santana learned to adapt as a way of life. Uprooted from his family at an early age, his only constant has been the power of performance: a dancer who can rap, sing and dare to be different. At 27, he’s still shrugging off what society thinks he should be – determined to define himself as he sees fit. Read more
Cultural Chameleon
From ultimate outsider to underground force: A hip-hop artist’s journey of self-discovery
Tofel Santana learned to adapt as a way of life. Uprooted from his family at an early age, his only constant has been the power of performance: a dancer who can rap, sing and dare to be different. At 27, he’s still shrugging off what society thinks he should be – determined to define himself as he sees fit. Read more
Portrait Of An Artist
In Russia, a new generation is emerging: One where individuality trumps tradition
Kirill Grig doesn’t fit the traditional Soviet identity. In a country once defined by rigid norms, the artist has been pushing boundaries ever since he began using creativity as a means of self-discovery. The result is a fluid sense of self with no fear for the future. Read more
Portrait Of An Artist
In Russia, a new generation is emerging: One where individuality trumps tradition
Kirill Grig doesn’t fit the traditional Soviet identity. In a country once defined by rigid norms, the artist has been pushing boundaries ever since he began using creativity as a means of self-discovery. The result is a fluid sense of self with no fear for the future. Read more
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