BOSS teamed up with Ykone to create an impactful digital ambassadors campaign to unveil its new brand DNA. We created a tailor-made experience revolving around exclusive moments with the brand to discover the new DNA and universe, and a photo-shoot that took place in a studio as well as in the streets of New-York, facing architectural landmarks of the city that echoes BOSS’ sleek and minimalist aesthetic.

New York, USA

The results

The impressions were 500% higher than expected and influencers published twice the amount of content negotiated.