Hims redefine male confidence through self care
Madeline Clayton uses considered casting, soft lighting and unhurried pacing to show how modern masculinity is rooted in wellness, not bravado.
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American Healthcare brand Hims has released this stylish new spot that reframes male confidence as something grounded in self-care, calm and inner balance.
Directed by rising talent Madeline Clayton and produced by LA-based production company JOJX, the direct-to-client film leans on Madeline’s signature sensitivity to casting, lighting and pace to explore how modern masculinity can be rooted in wellness, without bravado.
Part of Hims’ ongoing mission to normalise men’s health and wellbeing, the campaign follows an everyday man as he moves through his routines with quiet ease – from morning rituals to moments of reflection. Each frame is deliberately composed, bathed in soft natural light and lingering just long enough to capture the micro-expressions of self-assurance that come from feeling well. It’s a subtle yet cinematic celebration of confidence that comes from care, not ego.
Credits
View on- Agency Client Direct
- Production Company JOJX
- Director Madeline Clayton
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Credits
View on- Agency Client Direct
- Production Company JOJX
- Director Madeline Clayton
- Executive Producer Jackson Morton
- Executive Producer Joe Care
- Executive Producer Sevasti Buford
- Editor Tara Wall
- Senior Copywriter Elise Sokolow
- Senior Producer Shidume Lozada
- Senior Art Director Peter Deering
- Producer Francesco Raffo
- DP Mika Altskan
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Credits
powered by- Agency Client Direct
- Production Company JOJX
- Director Madeline Clayton
- Executive Producer Jackson Morton
- Executive Producer Joe Care
- Executive Producer Sevasti Buford
- Editor Tara Wall
- Senior Copywriter Elise Sokolow
- Senior Producer Shidume Lozada
- Senior Art Director Peter Deering
- Producer Francesco Raffo
- DP Mika Altskan
“There’s a delicacy to getting this right – confidence can be easily confused with performance,” says JOJX director Clayton. “From the very beginning, I wanted my protagonist to feel real and relatable, and light him in a way that felt honest, almost tactile. We slowed the pace down, allowed space for stillness, and let those quiet moments of self-possession breathe. It’s about showing strength as something calm, not loud.”
“Hims has always been about helping men feel good from the inside out,” says Sevasti, executive producer at JOJX. “Madeline understood that nuance perfectly. The cast feel authentic, the tone is warm yet assured, and there’s a quiet power in how it all flows. It’s a confident masculinity that’s deeply rooted in care, and we love how she’s brought that vision to life.”
Produced in collaboration with JOJX and Hims’ in-house creative team, the film blends cinematic realism with measured pacing to create a meditative portrait of men who carry themselves with confidence, because they care for themselves first.
