Case Study - MTV


As a result of evolving gender roles, what is the new reality for men today?


Ypulse brought together 25 dynamic, interesting and articulate Millennials ages 16 to 24 in an online Pop-Up Community to create a conversation about what it’s really like to be a man in today’s culture.


Generated creative direction for MTV to produce shows with male characters that reflect Millennials’ reality as well as their need for brotherhood, male-bonding and escapism.

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