The man behind the beard

Urban Beard and Mass Minority help guys look like a capable person.

The “lumbersexual” trend might be a bit played out at this point, but that hasn’t stopped guys across the country from growing deceptively rugged beards. Putting even the most impressive beard on an urban city boy won’t instantly make him a survival expert out in the woods. And this video for Toronto grooming supply brand Urban Beard by agency Mass Minority acknowledges this fact, but hey, there’s nothing wrong with looking like the kind of guy who does.

The same applies to guys who might like to appear an expert on the finest artisan drinks despite having trouble operating a juice box, or those who can’t be bothered to craft their own furniture when the catalogue is sitting right there.


Brand: Urban Beard
Agency: Mass Minority
Creative Director: Brett Channer
Art Director: Sean Frewer
Copywriter: Cassi Kaplan
Director of Photography: Maya Bankovic
Editor: Sean Frewer
Production Manager: Jennifer Bertling
Executive Producer: Jason Kennedy