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 $200,000 investment, underpinned by ~$105,000 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 L’Oreal, Reuzel, Pulp Riot, Tricoci Salons and others, this campaign blends film, digital storytelling, and community engagement to showcase what it truly means to be a daymaker.
Daymaker (Series Synopsis)
Daymaker is a short-form documentary series that captures a day in the life of Tricoci University alumni who embody the true spirit of being a daymaker — using beauty not just to transform appearances, but to uplift lives. Each episode follows one stylist through their daily routine, revealing how they bring light to everyone around them — from coworkers and clients to family and community. Anchored by a meaningful service for a guest going through a difficult time, we witness firsthand how a simple act of care, empathy, and artistry can make a powerful emotional impact.
More than just makeovers, Daymaker is about the quiet power of presence, intention, and human connection — told through the hands and hearts of beauty professionals.
Daymaker (Podcast Synopsis)
The Daymaker podcast is a series of authentic, uplifting conversations that explore what it truly means to make someone’s day. Each episode features a stylist from the Daymaker series, a Tricoci University host, and a brand ambassador from one of our sponsoring partners. Together, they discuss the power of beauty, the emotional weight of service, and the small moments that create lasting impact. From behind-the-chair stories to brand-driven inspiration, the podcast offers a deeper look at how beauty professionals live the daymaker philosophy — inside and outside the salon.
Marketing & Distribution
STRATEGY
Our approach is rooted in the principle: build the audience first, then release.
Key Tactics
YouTube: This will serve as the storytelling hub, with serialized content building trust and excitement.
Short-form video marketing: Instagram Reels, TikToks, and Facebook videos will reach wider audiences and drive them to our YouTube ecosystem.
Strategic ad buys and influencer partnerships will amplify reach, ensuring we convert niche interest into an invested community.
Premiere events in partnership with sponsors and nonprofits will create cultural moments that generate press and fuel rentals.
Once we’ve established these fan bases, we’ll launch direct-to-consumer rentals on YouTube and other TVOD platforms at $9.99, maximizing early returns and proving demand for later streaming deals.
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
Community hashtag #BeADaymaker to encourage user stories, spark shares, and drive engagement.
highlights
Target: 1.4M+ U.S. beauty professionals and enthusiasts
Amplification via partner brands: 25M+ followers
High-impact launch: Chicago International Film Festival premiere
$20K 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
Budget
BREAKDOWN
Fundraising goals
WHY IT WORKS FOR
Wayfarer
STUDIOS
✔ Emotional, universal story with strong social values and festival/awards appeal
✔ Strategic creative partnership with Tricoci University, providing direct access to a network of students, alumni, and professionals who trust the brand
✔ Built-in reach of 25M+ followers through Tricoci’s brand partners (Redken, Reuzel, Dermalogica, etc.), offering Wayfarer a powerful marketing ecosystem for rollout and traction
✔ Full streaming control plus low-risk positioning thanks to shared funding and built-in audiences
✔ $105K in state tax credits (30% of $300K eligible spend) significantly reduces effective investment
✔ First-look rights on all future Daymaker spin-offs, with long-term creative and commercial upside