XYXX has launched a new campaign, titled ‘My Eyes Are Up Here’, which features a role-reversal film created in collaboration with content creator Vir Saini.
The film imagines a world where men’s vests attract the same kind of attention, commentary and unsolicited opinions that women have long experienced around visible bra straps. Through a series of exaggerated yet familiar moments, the campaign flips the script to reveal how social norms become so commonplace that we rarely stop to question them.
Using humour as its storytelling device, the film lets the role reversal do the talking instead of telling audiences what to think.
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Commenting on the campaign, Petal Gangurde, Chief of Brand and Culture, XYXX said, “The best consumer insights are often hiding in plain sight. While working on our Invisible Vest, we realised that many men had never really thought about visible vest lines in the first place. That observation opened the door to a much larger conversation. With ‘My Eyes Are Up Here’, we wanted to explore that idea through humour and storytelling while introducing a product designed to make everyday dressing feel more effortless.”
Sharing more about the collaboration, Saini said, “What drew me to this film was how effortlessly it holds up a mirror to everyday behaviour. It’s not loud or preachy—it’s honest, slightly uncomfortable and very real. I think people will see parts of their own world in it, just from a completely new perspective.”
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