Boss 'Be The Next' Fall 2025 Ad Campaign

Review of Boss ‘Be The Next’ Fall 2025 Ad Campaign by Creative Director Trey Laird of Agency Team Laird with Photographer Mikael Jansson with models Taylor Fritz, Amelia Gray, S.Coups, Aaron Pierre and Ishaan Khatter

Boss 'Be The Next' Fall 2025 Fashion Ad Campaign

Boss introduces its Fall 2025 campaign with a polished continuation of its “Be Your Own Boss” platform, now spotlighting the aspirational phrase “Be the Next.” The message is clear: ambition, self-invention, and the drive to succeed remain the core tenets of the brand’s identity. The campaign features a new, diverse cast of rising talents including tennis star Taylor Fritz, model Amelia Gray, K-pop sensation S.Coups of Seventeen, and actors Aaron Pierre and Ishaan Khatter. Together, they represent a younger generation in pursuit of greatness — a strategic shift for a brand that has previously leaned on more established household names.

The film component of the campaign is the true centerpiece, capturing the group as they journey through a metaphorical tunnel toward a bright light — a clear symbol of their aspirations. As each talent emerges, intimate voiceovers share personal affirmations about what they want to become: a legend, a disruptor, a spark, a game-changer. Under the creative direction of Trey Laird, the video blends emotion, ambition, and self-expression with cinematic finesse. The editing is sharp, the narrative focused, and the result is a film that feels both motivational and globally resonant.

The still images, by contrast, lack the same emotional resonance. Though beautifully shot by Mikael Jansson and styled with tonal cohesion and polish, they largely function as high-end lookbook portraits rather than campaign images that burn into memory. Each figure is sharply dressed, the monochromatic palette rich and moody, and the overall visual direction is consistent — but the sense of motion and story that defines the film doesn’t translate as powerfully to the static assets. The video is where the message lives; the stills simply accompany it.

From a casting perspective, each selection feels deliberate. Taylor Fritz is currently the highest-ranked American male tennis player and an emerging global name. Amelia Gray continues to climb the fashion ranks, straddling both indie credibility and major brand appeal. S.Coups brings built-in fandom as the leader of one of K-pop’s most prominent groups, while Aaron Pierre and Ishaan Khatter bring cinematic edge and international reach. It’s a blend meant to resonate across continents and demographics — youth, relevance, global diversity, and momentum.

That said, the campaign leaves room to grow. The concept of striving is compelling, but could be pushed further with visuals that take more creative risks. Instead of stills that merely showcase product, Boss might consider leaning into more narrative or symbolic photography to better echo the depth and dynamism of the film. There’s an opportunity here to shape a visual language that stands on its own, not just in motion, but in print and digital out-of-home as well.

Still, this is a cohesive campaign that speaks to the evolving nature of influence — not defined by where someone has already been, but by where they’re going. Boss positions itself as a brand aligned with transformation, self-definition, and momentum. And in today’s culture of reinvention, that’s a message that may resonate more than legacy.