Tiona Hibbert

Beyond Now X Nike: JUST BE YOU

This is my final year project, directed by me.

Like Netflix's Adolsences we've become more aware of how incel ideologies have become mainstream. This project tackles the issue that is the Looksmaxxing trend, which started on incel forums and reinforces toxic beliefs about appearance, relationships and success. The audience is young men between the ages of 14 -20 living in the UK. My agency Beyond Now partners with Nike to bring fun workout events hosted in flagship stores in major UK cities. Professional trainers will be teaching these workout classes, guiding the participants to a safer and healthier way of improving. This encourages the audience to see success in action rather than our appearance, boosting confidence and self-belief. At the event, live panel talks where influencers share a more vulnerable side, discussing the struggles they've had with their appearance and self-acceptance in the public eye, will be taking place. These events encourage vulnerability, connection and community whilst addressing the growing epidemic of male loneliness. Led by my agency Beyond Now where we aim to solve the future by fixing the now.