Influencer Strategy • Styling Direction • Campaign Shoot Planning • Local Content Development
For its Fall/Winter 2023 campaign, BOSS redefined what it means to be a changemaker. Fronted by global icons including Naomi Campbell, Maluma, Gigi Hadid, Lee Minho, Khaby Lame, and more — the campaign explored the personal stories behind powerful identities, championing individuality, resilience, and the journey to becoming a BOSS.
To localise this global campaign, we led an influencer engagement locally — from curating talent to styling and coordinating a campaign shoot. We selected personalities whose presence and point of view embodied the campaign’s spirit, crafting moments that resonated both visually and personally.
Every detail — from wardrobe to setting — was considered to ensure cohesion with the international brand story, while remaining culturally and stylistically relevant to our market.