The Brief
Hugo Boss introduced a female fragrance to the already successful male seduction fragrance, The Scent. We needed to create advertising for the new female scent, a dual gender and male version to align all creative. The key objective was to bring to life the physiological impact of the scent on the body and show the magnetic power of Boss seduction encapsualted in the scent.
The Solution
Seduction is a highly sensory experience. First you see the person; you are attracted to them. Next you hear them: what they say, how they say it. Then you are close enough to smell them. This is the moment of truth, it’s the moment you breathe each other in. The moment that triggers the magnetism. Smell is more important the closer you get... Hugo Boss. Get Closer.
We took the consumer on a sensory journey up, close and personal, celebrating the physiological impact the power of the scent has on the body.
This was a traditional print and TV campaign with digital and social amplification.
The Credits
CD x Cathy Hutton. Campaign Photography x Inez Van Lamsweerde & Vinoodh Matadin. Director x Darren Aronofsky. Additional Photography x Guy Aroch. Creative Direction x Jason Wu.
Pulse points film by Spring Studios.
My role x Creative team with Cathy Hutton
Key skills x Campaign Concept / Strategy / Art Direction / Design / Creative
Project Tags
Companies
Grey London
- Advertising
Hugo Boss
- Fashion and Textiles