The Michael Kors brand is known for its handbags—a women's product. When the brand decided to venture into menswear, it needed to make a statement. Under the jetset umbrella the brand is so widely known for, we carved out a space for the Michael Kors man. The core concept at the center of our men's campaigns was a man of power. A man who has access and success that knows no rival. The strategy—communicate to our desired consumer that this is the wardrobe of someone who you hope to be someday.