Most cultures around the world associate masculinity with strength and being tough. Contrary to that, modern men are expected to develop their softer side as well. These contradictions were the inspiration behind the touch/tough poster. Clean and simple design of the poster was based on a geometric grid and straight angles, evoking stability and strength. The dashed line suggests 2 possible meanings of the poster. The viewer can decide whether they want to cut along it or leave everything as it is.
The above poster contains a well known proverb about the need for achievements. In Western Culture people are judged based on their success, so failures are hardly tolerated. Men are expected to be breadwinners and behave in a certain way.
This poster contains a quote by Julius Caesar, with a slight modification. It's believed that men should be aggressive in their conquests. By changing one word in this phrase, we get more cooperative attitude. Because of the declarative tone of the statement, it's the only poster from the series written manually, as if it appeared on a wall or a building. The symbolic change of the original phrase makes the letters cry.
In this series there is one poster based on a Latin quote, instead of English. Homo homini lupus translates to The man is the wolf to another man and means that people can be evil. The design of this poster suggests disorder and chaos. The biggest letters are visible only from a distance, they lose their shapes when examined up close. The design comments on the problem of homophobia.
This poster is another one based primarily on a geometric grid. It's a very important part of the whole series, because it reminds the viewer that men are expected to provide for themselves and their families. A few of the letters form the word power as it often corelates with the salary. The word is additionally shown through a subtle pixel pattern, as the technical jobs are one of the highest payed.
Romantic poster is the most decorative one of the series. It refers to the stereotype of masculine men, who should not engage in any feminine activities. Men are discouraged from being romantic and showing their softer sides. With this poster I wanted to challenge that expectation.
The last poster is devoted to male sexuality. Since growing up men are generally admired for being sexually liberal and getting involved with many women (the quantity counts over quality). Flowers in the poster symbolize women and their virginities. Together they form a quote pick a flover (a play on a popular saying).