Armani beauty has launched a YouTube interview series with four guests from film, music, motor racing and business, using their personal stories to explore ambition and definitions of success.
The company named actor Jonathan Bailey, musician J Balvin, Formula 1 driver Carlos Sainz and entrepreneur Simon Squibb as interviewees. Artist and digital storyteller Devon Rodriguez hosts the series, which is available on YouTube, according to the announcement.
Armani beauty said each video combines a portrait with a conversation about choices and obstacles in a guest’s life. The company presents ambition and each person’s own measure of success as themes in the project, which it describes as a personal approach to fragrance storytelling.
Cosmetics Business reported that the series is connected to I Will, a men’s fragrance. The outlet described I Will as the brand’s first new men’s fragrance pillar in two decades. Armani beauty’s website lists I Will Eau de Parfum among its men’s fragrances.
Bailey, whom the company identifies as an actor and Global Fragrance Ambassador, discussed the work that audiences may not see during filming. He said fear can be part of rehearsing a scene that lasts about 25 seconds in the finished film. Bailey also spoke about mistakes and failures, saying, “They don't see the real failures.”
The company says the final episode is scheduled for Sunday, Oct. 25, and will focus on Rodriguez. It will cover his early drawings of people he encountered on New York City subway rides and his later work as an artist and digital storyteller.
