Introducing Daymaker
A strategic creative partnership with Wayfarer Studios
The Project:
Daymaker is a visually compelling feature documentary, short-form YouTube series, and podcast that follows the remarkable story of Mario Tricoci — from humble beginnings in Italy to building a Chicago beauty empire rooted in simply making people’s day. Presented by Tricoci University and key industry brands, this initiative also establishes an independent scholarship fund in Mario & Cheryl’s name, continuing their legacy of giving back.
The Opportunity:
By joining as our lead creative partner, Wayfarer Studios gains a stake in a festival-ready, emotionally rich project with built-in audiences across beauty, lifestyle, and education — plus strategic control over streaming negotiations, and a first-look position on future Daymaker spin-offs.
The Ask:
We’re inviting Wayfarer Studios to come on board with a $140,000 investment, underpinned by ~$90,000 in Illinois tax credits to offset risk. This positions Wayfarer to drive creative execution, maximize streaming upside, and shape a long-term content universe around the powerful Daymaker brand.
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.
Key Campaign Elements
Original Content Series & Podcast
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+ U.S. beauty professionals and enthusiasts
Amplification via influencers: Tricoci alumni with 100K+ followers
High-impact launch: Chicago International Film Festival premiere
$40K social ad spend to push traffic directly to rental
Goal: 100K–200K rentals @ $9.99 = ~$1M–$2M gross
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
Plus:
70% of streaming revenues
~$117K Tax Credit Signed Over to WayFarer Studios
Full Budget Breakdown & Shared Risk
Why It Works for Wayfarer
✔ Emotional, universal story with strong social values & festival appeal
✔ Access to a built-in beauty & lifestyle audience through Tricoci
✔ Strategic streaming control with low-risk positioning
✔ ~$90K in state tax credits lowers effective spend
✔ Long-term creative upside through first-look on future Daymaker IP