Fatherly x Gillette: Sincerely

INVOLVEMENT Creative + Design, Fabrication, Production + Management AMBITION In celebration of Father’s Day, create a gallery experience exploring how today’s men can help raise tomorrow’s husbands, fathers, and leaders in an era defined by a rethinking of masculine norms. ACTION We created a warm, inviting pop-up experience leveraging video, audio, interactive and art driven installations asking parents and non-parents alike to reconsider how they prepare boys for adulthood. The space featured open letters to young men penned by big thinkers and big doers, including rapper Common, therapist Dr. Michael Reichert, actor Luis Guzman, cook Edward Lee, and BASE jumper Matthias Girard, and had a poetry artist onsite typing custom poetry for guests in real-time. Gillette product was sampled to guests visiting the experience, and attendees were invited to share their own wisdom from their own experiences at the Writer’s Desk. RESULT 2,400+ guests interacted with Sincerely and the four day activation garnered high profile features in AdWeek, BizBash, EventMarketer among other publications. Guest reactions reached from “This will change a life” and “I cried during the story [...] it was so moving." to, in the words of comedian Roy Wood Jr., “"I had a f*cking blast."