BOSS. THE SCENT.
Fragrance launch campaign
In partnership with Grey London, we created the ad campaign for the new masculine fragrance from Hugo Boss – called THE SCENT.
We created a campaign that drew inspiration from the desires of women, and how the new 'Boss seducer' takes his time. More mature, he remains passionate but has become more refined, gentler.
We wanted the consumer to feel this dark, seductive sensation throughout all content created: TVC, Print, Digital and In-store.
Talent - Theo James, Natasha Poly
TVC Directed by - Darren Aronofsky
Photography - Mert & Marcus
BOSS. MA VIE.
Fragrance launch campaign
Again working with Grey London, we helped create the ad campaign for Hugo Boss' new female fragrance called "Ma Vie".
The campaign features the Hugo Boss Ambassador and Hollywood actress Gwyneth Paltrow.
With the fragrance name meaning "My life" in French, we created the whole campaign around the concept of capturing a special moment in Gwyneth's very busy life. The idea was to show Gwyneth enjoying a rare and aspirational moment of personal and emotional wellness – without distraction.
So much so, that we had to close down the centre of a busy mid-day downtown Los Angeles to capture the scene.
Talent - Gwyneth Paltrow
TVC Directed by - Johan Renck
Photography - Mario Sorrenti
BOSS. SPORT.
Fragrance launch campaign
Once again working with one of the Hugo Boss ambassadors – Formula 1 World Champion driver Jenson Button, this time we created a campaign for their new Sports fragrance called Boss. Bottled. Sport.
We based the whole campaign around the insight that for professional sports people like Jenson, their race starts well before the lights turn green.
Just like the Boss man, we see Jenson manifesting what is about to come. With his determination and concentration visible, the TVC shows how Jenson visualises his every move through every single twist and turn of the race circuit in his mind.
Success starts in the preparation.
Talent - Jenson Button
TVC Directed by - Adrian Moat
Photography - Sam Barker
BOSS NUIT & BOSS JOUR
Fragrance launch campaign
For this campaign, we had to promote the launch of the new female fragrances Boss Jour and Boss Nuit.
These two new fragrances were created for different times of the day. A bit like the little Black dress worn by Gwyneth, the idea of the campaign was to show how a fragrance can be worn at different times of the day to achieve a different effect.
The TVC focuses on that magical moment of 'anticipation' that occurs before a woman starts her day or goes out for the evening. Consumer research showed that for some women, the anticipation of the night ahead can actually be more enjoyable than the actual event.
Eager to capture this feeling of anticipation and excitement of what could happen, we came up with the idea of revealing that this special moment occurred, and started, 'inside' the actual bottle of fragrance.
Talent - Gwyneth Paltrow
TVC Directed by - Jordan Scott
Photography - Michelangelo di Battista
BOSS ORANGE. Limited Edition.
Today. To Help. Together.
Working with Boss Ambassadors Sienna Miller and Orlando Bloom, we created a campaign to promote the new limited edition fragrance for BOSS ORANGE in partnership with the charity UNICEF.
Also known for their amazing work with UNICEF, the campaign featured both Sienna and Orlando informing the public of this charitable partnership and how BOSS ORANGE was giving back by donating a percentage of all sales to African children in desperate need for education and better living conditions.
Talent - Sienna Miller. Orlando Bloom
Photography – Neil Stewart
HUGO BOSS FRAGRANCES
Key Consumption Period Campaigns
We also worked on ad campaigns that were not only just for new product releases.
At various points throughout the year, we also created campaigns that were targeted at KCP's like Summer holiday Duty Free purchases and Christmas gifting.
Through still life photography, we created imagery that featured existing products that were both aspirational and celebratory of the particular time of year.
