BOSS teamed up with Ykone New York to create an impactful digital ambassador 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 City, USA

The results

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