The campaign is a collection of three bespoke international films and one 360 VR film to further immerse viewers into the Hugo Boss world. Agility was key in the creative approach to conceptualising these films. On top of creating content to the lofty Hugo Boss standard of production, we had to develop a creative narrative and approach to tie in Hugo Boss Events both digital and in real life, as well as leveraging sponsorship opportunities with brands like Mercedes.
The content was filmed in London, Helsinki and Copenhagen and feature F1 stars Lewis Hamilton and Valterri Bottas, as well as PGA golfer Henrik Stenson.
My role - Lead Creative in charge of all creative, tone, VR and branding. Commercial Director charged with capturing the content for the films as well as the Post Director.
Lewis Hamilton
Legendary sailor Alex Thompson meets F1 superstar Lewis Hamilton in London.
Valterri Bottas
Alex Thompson sails to Finland to spend the day with F1 star Valterri Bottas. The two get competitive and talk about what it takes to be a champion in Valterri's home town of Helsinki.
Henrik Stenson
Alex Thompson is joined on board by Henrik Stenson, as the two sail to Copenhagen to attend a Hugo Boss event.