BOSS : 2017 - 2021
For over three years, I lead the creative team at Baron & Baron to redefine the Boss brand. Under the leadership of Chief Brand Officer Ingo Wilts, the iconic mens suiting brand was already in the process of responding to a shift within their product offering to meet the consumer desire for something looser and more style-driven. We identified an opportunity to bring in more female consumers by consolidating their mens and womens' campaigns—presenting both with an equal emphasis and shared embodiment of the Boss ethos. While elevating the Brand's presentation and bringing Boss back into the conversation, we maintained their equity while sharpening the brand values the house had established—for men and women making bold moves on their way to greatness, Boss dresses the drive.
THE NEXT BOSS : AUTUMN WINTER 2018
Forward-thinking, and unapologetic, Boss embodies a mindset that drives the men and women of today. In our first campaign together in our new creative partnership, we celebrate the style and precision of ambition. With Photography by David Sims and film directed by Fabien Baron, we elevate the exacting and unflinching attitude of the brand into a cultural statement, amplifying the values of the Brand across all touch points to elaborate on what it means to be Boss.
BOSS GENERATIONS : AUTUMN WINTER 2020
Shifting from the individual to the collective, this campaign celebrates a new generation leading the way into the future. Showcasing the 'Generations' collection which features timeless pieces brought together with modern styling, David Sims captures a diverse group stepping forward into a new era with film directed by Fabien Baron.
BOSS GENERATIONS : SPRING SUMMER 2021
As the post-pandemic isolation lifts, the bold and diverse BOSS collective returns with a new perspective. Through relaxed style and ease, the campaign invites its audience to make themselves comfortable, take time to consider, and expand their vision from black & white to encompass a broad spectrum of possibility. Photography by David Sims and film by Fabien Baron.
BOSS INDIVIDUALS : SPRING SUMMER 2020
A surreal study of the various traits that makeup each subject. The film, directed by Fabien Baron delves into the multi-faceted layers and nuance of identity using repetition as a mode of exploration. The still campaign, photographed by Craig McDean, is executed in collage which renders each composition entirely unique and comprised of many parts—just like its subject.
BOSS CURATED : AUTUMN WINTER 2019
An artful study of identity and self-reflection. Set within a gallery in the making, this campaign presents the various forms of representation, in-process creation and refinement as a dynamic vessel for self-actualization. With photography by Craig McDean and film directed by Fabien Baron, the camera captures the multi-dimensionality of its subjects, unpacking a concept of infinite possibility.
THE NEXT BOSS : SPRING SUMMER 2018
Boundless in determination. Limitless in ambition. Drive personified. An endless sky compels the Boss individual to look beyond the epic horizon, while crisp architectural lines play against the soft styling, bringing an intentionality to the portraiture by Craig McDean that reflects the precise design of the collection. With film directed by Fabien Baron, the open air offers an invitation to the viewer to set their sights on the infinite.
BOSS X JEREMYVILLE : HOLIDAY 2018
It’s what happens when precision meets play. With its signature sense of drive fully intact and a healthy infusion of joy thanks to artist Jeremyville, a limited-edition holiday collection comes to life through a film directed by Fabien Baron and print campaign shot by Craig McDean showcasing the dual nature of the Boss man and woman, through the use of their illustrated alter ego.
BOSS X JUSTIN TEODORO : HOLIDAY 2020
For Holiday 2020, Boss infuses the illustrator's expressive style onto product through print, pattern and applied graphics in a limited edition capsule collection. The campaign stills and stop-motion films captured by Bjarne x Takata bring to life Justin's signature script and playful icons to lend an energetic and hand-made quality to every touchpoint of the campaign.
