The modern man is multi-faceted and fascinating, yet is faced with even more challenges than the generations that came before. Expected to play a bigger role in the home, men are still called on to maintain the relentless pace of their professional lives. At the same time, the he yearns to reconnect with nature and express his masculinity through sports and adventure. Basically, there's a lot of pressure to step up their game.

Adam Crigler

For the newest campaign for the fresh scent, which was first created in 2007, the brand tapped on up-and-coming photographer and director Jacob Sutton to feature men "encountering nature with boldness and prowess". They chose three new faces, Hugo Parisi, a Brazilian pro diver, Luke Grimes, an American actor and Adam Crigler an American pro skateboarder. Finally a fragranvce campaign that actually makes sense! Check out the making of the three, inspiring mini films below: