Our Concept

BOSS RECOGNIZE BOSS

The Idea

A film in which the inspired becomes the inspire-r,
switching from one celebrity shining in its craft to another.

Prints

Keeping the concept throughout the prints,
each solo visuals has an ambassador looking at the one they admire.

Digital, RP & BTS

Alongside the film, around forty digital content pieces showcase new interactions, dialogues, and behind-the-scenes focusing on sensory spotlights on the perfume's formula as well as keeping the mutual respect and admiration as the core of the concept.

Ingredients

For the ingredient content we created a tension between
leather, a warm and soft ingredient and ginger
bringing a sharp, fresh and spicy tone to the "jus".

KATE SPADE

In 2025, BOSS Perfumes decided to shift their Brand Plateform towards a more inclusive and younger storytelling.

→ The new BOSS archetype is humble, respectful while still being driven and focused towards success. Reel power and influence is being recognized by your peers and inspiring them. 

Our Concept

BOSS RECOGNIZE BOSS

The Idea

A film in which the inspired becomes the inspire-r, switching from one celebrity shining in its craft to another.

◊
Agency: Marcel
CCO: Youri Guerassimov & Gaëtan du Peloux
Head of Planning: Léoda Estève
Head of production: Timothé Rosenberg
Global Business Director: Nathalie Do Dang Vinh
CD: Gabrielle Attia
Producer: Corentin Harran
Head of Art: Alice Labau
Planning: Ruben Hassan
Copywriter: Christopher Cavallo
Art Direction: Aleksandar Marjanovic
Supporting Art director: Sophie Tyrode Saint-Louis
Account manager: Mathilde Imbert
Project manager: Robin Bremaud 

KATE SPADE