Masculus Launches New Car with Unique Film Directed by Beans Sr
Oskar illustration has launched its debut campaign for the new Masculus CE, a luxury SUV designed for men who firmly believe that when it comes to cars—and life—bigger is always better. The "Live Big” campaign targets self-proclaimed alpha males who thrive on being noticed, whether navigating crowded roads or simply making an entrance.
Directed by animator Beans Sr., the visually striking piece highlights the car’s oversized presence and powerful performance, tapping into the mindset of those who equate their vehicle’s dimensions with their sense of worth.
The animation features sweeping shots of the Masculus CE effortlessly conquering tight streets and small market towns—precisely where large vehicles make their most frequent appearances, despite being far from necessary. With sleek design and imposing imagery, the campaign underscores the Masculus CE's role as the ultimate symbol of dominance for men who prefer their success to be as visible as their parking challenges. Beans Sr.’s direction perfectly captures the essence of the Masculus CE as the go-to choice for those who measure strength by size—whether in horsepower or the ability to fill a driveway.
“We believe the 'Live Big' campaign will resonate not just with classic alpha males, but also with those aspirational beta males who crave validation through more substantial modes of transportation,” said Masculus brand director, Gareth Wellinghan. “The Masculus CE offers the perfect blend of status and style, giving men a sense of control no matter where their journey takes them. We see this campaign as a key opportunity to tap into the growing market of individuals ready to live larger—both on the road and in their minds.” The campaign will roll out across digital platforms, targeting those who understand that to truly "Live Big," you need a vehicle that matches your ambition, regardless of how small the roads—or the towns—may be.
If you’re intrigued to see more Beans Sr’s unique work, go here.
