The Doorman
The campaign objective was to introduce the heritage of Tabac Fragrances & Shaving (est. 1959) to a new generation of men with charm and timelessness, without losing touch with its loyal, existing audience. By leaning into the current zeitgeist, the campaign asks a highly relevant question: what does it mean to be a man today? Tabac's answer is distinct and grounded: the man who stays, the man who helps.
'The Doorman' is a cinematic campaign that uses narrative fiction to explore a modern perspective on masculinity. At the heart of the hero film is C.J., a residential doorman. Slightly mysterious but undeniably relatable, he acts as a 'daily hero' who subtly shapes the lives of those around him. To support a full-funnel strategy, the campaign expands beyond the hero film with four character-driven storylines and premium product photography, ensuring a cohesive visual identity and narrative thread across every touchpoint.
Directed by Casimir Mulder, the campaign's visual language was heavily inspired by Tom Ford's A Single Man. The shoot took place at 'De Rode Olifant' in The Hague, an iconic building showcasing the Amsterdam School architectural style, which provided the perfect backdrop for the campaign's distinct 1950s and 60s aesthetic.
