Boss

Starting 2021, Boss's new direction for its brand was focused on dividing the Hugo and Boss. Boss would firmly aim its strategy for Millennials between ages 25-40 and Hugo at under 25 Gen Zs. Boss' CEO shared to the world the Claim 5 growth strategy based on five pillars: Boost Brands, Product is King, Lead in Digital, Rebalance Omnichannel, and Organize for Growth. A brand refresh was clearly a part of this strategy to boost brands.

We worked together with Boss and Gen Z creator, Mau Otero, an extreme sports and lifestyle Tik Toker, to launch the campaign #BeYourOwnBoss. As a Gen Z Latin American, we planned for Mau to share his own fresh view of the world. This digital native and poli athlete collaborated with international creators, competed and won a Celebrity Golf Tournament and added extra spice to the Brand's content with back flips, little to no swing handicap and extraordinary content production in his social media channels.

The goal was to demonstrate how Mau, through his extraordinary extreme challenges, proved he is his own boss pursuing a career of his dreams while challenging status quo, plus, sharing it to the world.