Armani Beauty launches 'The Power of WILL' interview series

Armani Beauty has introduced a new video interview series on YouTube titled ‘The Power of WILL’. Hosted by artist and digital storyteller Devon Rodriguez, the series combines portrait photography with in-depth conversations to explore themes of determination, individuality, and personal ambition.

Moving away from traditional fragrance marketing centered on seduction or lifestyle imagery, the series focuses on the personal decisions and challenges faced by its subjects. Featured interviewees include actor Jonathan Bailey, musician J Balvin, Formula 1 driver Carlos Sainz, and entrepreneur Simon Squibb. The program aims to examine how these individuals overcome expectations and define success on their own terms.

The series concludes on October 25, with a final episode focusing on the host, Devon Rodriguez, who gained international recognition for capturing spontaneous portraits of strangers in the New York City subway.