What is "proud"?

Pictured is Shaun Johnson, site manager at Redrow Homes's Saxon Court development at Sherburn in Elmet. He has just won his SIXTH NHBC pride in the job quality award.

Question is, the brief said to get photos of him "looking proud". How do you direct someone to look "proud"? Do you think he looks "proud", or more "happy", or "relaxed" or what other word fits the bill? A philosophical debate!