Hugo Boss - Boss Bottled Elixir
Mazarine Digital partnered Hugo Boss for the launch of their new campaign.
Release your inner light: a visual transcription designed as a 360° campaign by Mazarine Digital.
The unique BOSS Bottled glass bottle is presented with a deep black lacquered finish that gives way to a golden glow in the centre, channelling the spirit of the modern BOSS man finding his inner light. As the figure of the new campaign, Australian actor Chris Hemsworth inspires everyone to be themselves, revealing the power and boldness of their personality.
Launched 25 years after the original BOSS Bottled, BOSS Bottled Elixir is an invitation to discover intensity at its utmost through a sophisticated, highly concentrated composition.
Crafted by the legendary master perfumer Annick Menardo – creator of the BOSS Bottled signature – in close collaboration with perfumer Suzy le Helley, this irresistible fragrance celebrates the reinvention of a contemporary classic. This perfume icon is crafted with warm top notes of incense and cardamom, a seductive heart of vetiver and patchouli, and earthy imprint.
From strategic thinking, editorial needs and CRM to managing technical development and paid amplification, our teams create digital platforms, e-commerce sites and activations that build both emotion and performance.
At the core of this agency is a team dedicated to Creative Intelligence: an innovative, creative, and interactive solution that disrupts a brand’s relationship with its audiences.
Other projects
HUGO BOSS - BOSS BOTTLED - STRIKING LAVENDER
On the occasion of the launch of the limited edition BOSS BOTTLED STRIKING LAVENDER, Hugo Boss entrusted Mazarine Digital with the conception and production of a fully 3D-crafted campaign.
Driven by the “PLAY IT BIG” concept, the campaign explores an aesthetic of excess, where oversized bottles and reimagined nature create a striking and immersive visual universe.
The campaign showcases the limited edition through a reinvented lavender - masculine, sensorial, and crystallized - set within environments inspired by the codes of football.
From stands to locker rooms and the pitch, these hybrid settings, subtly infused with lavender, shape a distinctive visual territory where power meets sophistication.
This interpretation of lavender is also expressed through a white variation - fresher and more luminous - developed to accompany the simultaneous launch of the BOSS ALIVE limited edition.
An immersive hero film and a social-first capsule, blending lavender fields with stadium atmospheres, extend the experience and amplify its digital impact.
Print and digital visuals created for BOSS ALIVE SPARKLING LAVENDER complete the campaign, enabling COTY to orchestrate a cohesive and amplified communication around this key strategic moment for the Hugo Boss Brand.
From strategic thinking, editorial needs and CRM to managing technical development and paid amplification, our teams create digital platforms, e-commerce sites and activations that build both emotion and performance.
At the core of this agency is a team dedicated to Creative Intelligence: an innovative, creative, and interactive solution that disrupts a brand’s relationship with its audiences.
Hugo Boss - Boss Bottled Absolu
Hugo Boss calls on Mazarine Digital to create a unique 360° campaign for the launch of BOSS BOTTLED ABSOLU, the most intense fragrance in the iconic Hugo Boss line, part of the Coty portfolio.
The 'Midas Touch' concept unveiled the quintessence of the BOSS BOTTLED legacy in its purest form.
Ultra-concentrated and embodied by Chris Hemsworth, BOSS BOTTLED ABSOLU envelops the wearer in a warm, leathery, and golden light. The BOSS ABSOLU man feels accomplished, his precious influence radiating around him, transforming everything he touches into gold.
With this 360° campaign featuring Chris Hemsworth, Hugo Boss has reinvented their storytelling for the launch of this new fragrance.
The 'Midas Touch' concept is reflected in the TVC, in the 'Creative Pack Shots’, and across all digital assets. These campaign contents are completed by productions dedicated to olfaction, including interviews with the fragrance ambassador and an educational film on the essence of its key ingredients.
The 'Midas Touch' was also applied to the feminine fragrance line with the launch of ALIVE ABSOLU.
The ALIVE franchise was also integrated into the launch of BOSS BOTTLED ABSOLU with dedicated assets (new packshot for the TVC, adaptation of a Key Visual featuring Emma Roberts, a visual kit for POS, print, and digital) to increase the brand’s visibility towards the end of 2024.
From strategic thinking, editorial needs and CRM to managing technical development and paid amplification, our teams create digital platforms, e-commerce sites and activations that build both emotion and performance.
At the core of this agency is a team dedicated to Creative Intelligence: an innovative, creative, and interactive solution that disrupts a brand’s relationship with its audiences.