Review of Boss Spring 2024 Ad Campaign by Creative Director Trey Laird with Photographers Mikael Jansson and Matthew Brookes with models Gisele Bündchen, Adwoa Aboah, Lee Minho, Matteo Berrettini, Suki Waterhouse, and Shohei Ohtani
Boss explores the light and layered nature of individuality with its new Spring 2024 campaign. The campaign features creative direction from Trey Laird and photography by Mikael Jansson and Matthew Brookes.
The imagery quietly evolves Boss’ consistent approach of using minimal yet intentional set decoration to emphasize the powerful individuality of the brand’s ever-growing roster of impressive ambassadors. In addition to creating an atmospheric play of light and texture, the set design’s use of reeded glass and stainless steel echoes the collection’s subtly sensual use of layered sheer fabrics.
Occupying this chamber of reflection, leading models Gisele Bündchen and Adwoa Aboah join a squad of returning brand ambassadors. Their attitudes are poised, confident, and direct, uplifting the season’s modern spin on classic designs and emphasizing the brand’s ethos of individual strength and personal ambition.
The campaign is also set to be launched with a first-of-its-kind innovation: a large-scale hologram of brand ambassadors Lee Minho and Gisele Bündchen in London’s Potters Fields Park, near the iconic Tower Bridge. Cleverly considered with the campaign’s theme of light, the technological spin on out-of-home advertising is also sure to make big waves on the brand’s social media and drive organic engagement.
Though Boss’ campaign output doesn’t provide any surprises or offer conceptual insight, the brand is incredibly consistent. As with Boss clothes, with a Boss campaign, you know exactly what you’re looking at. Rather than opting for newness (aside from new brand ambassadors and technological twists), the brand consistently reaffirms with each campaign that it is great at doing what it does best. The approach may not appeal to everyone, but not everyone can fill this definition of a Boss.
Creative Director | Trey Laird
Photographers | Mikael Jansson and Matthew Brookes
Models | Gisele Bündchen, Adwoa Aboah, Lee Minho, Matteo Berrettini, Suki Waterhouse, and Shohei Ohtani