Boss dives deeper into the stories that shape inspiring individuals with its new Fall 2023 campaign
Review of Boss Fall 2023 Ad Campaign by Creative Director Trey Laird of Agency Team Laird and Photographer Mikael Jansson with models Naomi Campbell, Maluma, Lee Minho, Gigi Hadid, Khaby Lame, Matteo Berrettini, Patrick Mahomes, and Suki Waterhouse
Boss dives deeper into the stories that shape inspiring individuals with its new Fall 2023 campaign. The brand once again called on its go-to team of creative director Trey Laird and his agency Team Laird and photographer Mikael Jansson.
The campaign sees the brand’s international spectrum of influential celebrities – Naomi Campbell, Maluma, Lee Minho, Gigi Hadid, Khaby Lame, and Matteo Berrettini – make a confident return, while joining the roster for the first time are NFL star Patrick Mahomes and actor Suki Waterhouse.
Jansson captures these individuals in a gray-toned space that is at once theatrical and industrial. Carpet padding and steel risers lend a deconstructionist, in-progress feel, while columns and draped curtains almost recall the stateliness of the Roman forum. Swathed in the season’s selection of oversized yet crisp tailoring, each changemaker exudes the power and charisma contained in the brand’s “be your own Boss” tagline.
A series of accompanying short films dives deeper into the stories behind each individual’s rise to success, layering archival footage with intimate moving portraiture to create a palimpsest of past and present, with eyes fixed on the future. Tupac’s classic “Changes” provides a fittingly emotive soundtrack.
When Boss first debuted its new look at the beginning of 2022, it felt visually clear, although simplified and sudden. Now that we’re a few seasons down the road, with all their accompanying collections, campaigns, events, and activations, we can see that the move is looking like a strong one. This latest campaign reinforces and expands on the Boss foundation, showing that consistency is one of the greatest tools in establishing a recognizable and exciting brand identity.
Agency | Team Laird
Creative Director | Trey Laird
Photographer | Mikael Jansson
Models | Naomi Campbell, Maluma, Lee Minho, Gigi Hadid, Khaby Lame, Matteo Berrettini, Patrick Mahomes, and Suki Waterhouse