SS23 Global Campaign
SS23 Global Campaign
Client
BOSS
Year
2022
For BOSS SS23 campaign, we flew to Colombia and NYC to shoot Latin Grammy-winning artist Maluma and ATP tennis champ Matteo Berrettini. Our creative centered on a deliberate contrast: quiet, minimalist colorama setups with total focus on the talent - paired with loud, chaotic visual mindfucks on screen. From Maluma catching his own flying polaroids mid-air to Berrettini volleying tennis balls against his own clones, we designed ”what the hell is happening”-visuals to make people rewatch three times over.
Our concepts featured clones in multiple looks stitched together in the edit - but with campaign stills being shot simultaneously, we only got fragmented two-minute timeslots, sometimes hours apart. The result? Just seven minutes of raw material with Maluma. A trip to Medellín for that amount of footage sounds insane, until you see the numbers. Our seven Reels hit over 200M views, with Maluma reaching +60M and a single Matteo tennis loop shattering all BOSS records with 139M views and counting.
