Detailed Case Study

BOSS X RUSSELL ATHLETIC COLLAB

TASK: Using a contemporary fashion collaboration,
market, redefine and reposition a new audience
and brand perception of HUGO BOSS.

Introducing a collection in collaboration with Russell Athletic, designed specifically for a younger generation, we delivered key elements such as tone, narrative and fresh energy to invigorate the brand.
Embracing diversity, the campaign captivates a brand new audience, creating an engaging experience that resonates with a modern demographic.

STAGE 1: PRODUCT DEVELOPMENT

HERO MARKETING CAMPAIGN

FULL FILM HERE

SUPPORTING STILL ASSETS / ONLINE / PR / EXCLUSIVES

For a richer storytelling moment and to enhance audience engagement,
we captured additional layers of content - including interviews with the director and added value reportage images.

SOCIAL SEEDING AND PRESS ACTIVATIONS

THE GLOBAL FASHION EVENT

A captivating fashion film and runway show that brought together a constellation of stars to showcase the collection. We carefully cast a diverse ensemble of 40 talents, including models, social influencers, celebrities, dancers, singers, and artists.

With a strong emphasis on celebrating cultural diversity and embracing different body shapes, we crafted an inclusive narrative that invigorated new life into our brand perception.