Introducing Daymaker

A transformative partnership with Tricoci University

The Project:
A heartfelt feature documentary, short-form YouTube series, and podcast celebrating Mario Tricoci’s legacy and the power of being a daymaker — by uplifting clients, building community, and changing lives through beauty.

This initiative also establishes an independent scholarship fund in Mario & Cheryl’s name, dedicated to supporting future beauty professionals and extending their lifelong mission of giving back.

The Opportunity:
Together, we have a unique chance to spotlight your students, alumni, educators, and partner brands on a national stage — driving enrollment, building alumni pride, and strengthening brand relationships while inspiring audiences everywhere.

The Ask:
We’re inviting Tricoci University to join as a founding partner, with an investment that directly fuels production, marketing, and this enduring scholarship legacy.

DAYMAKER

feature documentary

An immigrant armed with a pair of shears and a dream, Mario Tricoci transformed the beauty industry from the ground up — “Daymaker” is a powerful documentary portrait of a world-class hairstylist, visionary entrepreneur, and mentor who redefined what it means to make someone’s day.

Social Media
& Impact Campaign

The Daymaker campaign is a multi-platform initiative designed to celebrate the legacy of Mario Tricoci and the transformational power of beauty. Built in partnership with Tricoci University and its key brand allies like Redken, Reuzel, and others, this campaign blends film, digital storytelling, and community engagement to showcase what it truly means to be a daymaker.

Each brand gets: 

Film Premiere Sponsorship

(1) Brand sponsored episode where product is used during service.

(2) Brand sponsored podcast episodes where brand ambassador is a guest.

(9) Social Media Videos. 3 for the episode.  6 for the podcast episodes.

Key Campaign Elements

Original Content Series & Podcast

  • 6-8 short-form YouTube episodes (10-12 min) plus 3 social cuts per episode (24 total), highlighting Tricoci University alumni who embody the daymaker philosophy.

  • 16 podcast episodes (15–20 min) plus 3 social clips per episode (48 total), featuring candid conversations with beauty professionals, brand leaders, and influencers.

Film Festival Premiere & Celebration

  • Daymaker will premiere at the Chicago International Film Festival, honoring Mario’s hometown legacy.

  • We’ll invite all featured alumni, talent, and partner brands to attend, creating a high-profile celebration of the entire beauty community.

Always-On Social Media Campaign

  • Short reels, TikToks, and co-branded posts on Tricoci University, Production House, alumni, and influencer channels.

  • Community hashtag #BeADaymaker to encourage user stories, spark shares, and drive engagement.

Self-Distribution Strategy

Target: ~1.4M beauty professionals + salon enthusiasts across the U.S.

Alumni-driven amplification: Working with Tricoci graduates who have ~100K+ followers to push authentic buzz.

Big launch: Chicago International Film Festival premiere with alumni, brands, press.

$40K paid campaign across Instagram, TikTok, YouTube, Facebook to drive direct rentals.

Goal: 100K–200K rentals @ $9.99, generating substantial returns while expanding Tricoci’s digital footprint.

Projected Returns

Low Goal (100K Rentals):

~$1M Gross

~$700K After Platform Fees

~$300K After Budget Recoup

High Goal (200K Rentals):

~$2M Gross

~$1.4M After Platform Fees

~$1M After Budget Recoup

Why It Works for Tricoci University

✔ Elevates Tricoci as a national leader in beauty education and positive impact.

✔ Drives new enrollment by highlighting real student & alumni success.

✔ Opens additional revenue through branded scholarships, ambassadors, and content creation.

✔ Grows Tricoci’s online following, setting up future Daymaker spin-offs.

✔ Leverages ~$300,000 in tax-credit spend to secure Wayfarer’s funds and reduce exposure, while keeping Tricoci in full control of the IP.