Men's Health




Creative Development, Ideation & Strategy

Production Services

Post-Production Services

Digital Media Marketing

The Ask

In 2017 Men's Health contacted us to produce a TVC for their 20th anniversary in SA. The 'Betterman' campaign concept, was part of the briefing process of a year-long Men's Health story. We worked closely with Men's Health editors to research old stories of men in health and fitness over the 20 years.


Having storyboarded the entire commercial, we set about pre-production with a key goal in mind of filming very specific shots with each of our protagonists that would encapsulate their story in as simple a means as possible - 3 shots per character at most. Given that all of our characters had powerful stories to tell, this was no small feat. The post was handled in-house.

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results & observations

The commercial was broadcast across Southern Africa as well as on Men's Health's various digital and social channels.

what the client said

“Working with Greg and his team was an absolute pleasure. They weaved together a few powerful visual stories into one compelling advert that underscores what we aim to do, and it provides the perfect brand message for Men’s Health. I have no hesitation recommending Fell & Co for commercial and editorial content projects."

Arthur Jones

Editor for Men's Health