With this campaign, portrayed by Mahershala Ali and shot by the photographer Fabien Baron, the brand aimed to open a new conversation about the contemporary meaning of masculinity, starting from the question "What makes a man?". The objective was to give space to people's voices.
For the first time, Zegna communicated via unconventional media formats like wild posting, painted walls, taxi wraps and staircases to share this message. It resulted in a meaningful campaign that paved the new path to the brand.