Review of Boss x Russell Athletic “Digital Launch” Spring 2021 Ad Campaign by Creative Director Ingo Wilts and Film Director Etienne Russo with Bella Hadid, Ashley Graham, Keith Powers, Lucky B. Smith, and Taylor Hill
Boss and Russel Athletic channel the spirit of victory in a new campaign that celebrates the release of their collaborative capsule collection. The festive Spring 2021 campaign features creative direction from Ingo Wilts and film direction by Etienne Russo.
The two iconic brands merge their tailoring expertise and sportswear know-how for a unique collection that balances classic style and functionality. The cohesive color scheme of soft pink, russet, blue, and red provides a strong basis for the campaign visuals.
The campaign imagines its large cast as one big basketball team, united by their effortless style and winning spirit, and led by the indefatigable Bella Hadid. The short film follows this team as they return victorious from the court to the locker room, change joyfully from their uniforms into the collection, and then break out into a spontaneous dance party.
The high level of energy is quite fun, and there is some thrilling athleticism on display. As the film stretches past the two-minute mark, however, we begin to dread the fact that every cast member seems to be taking a dance solo, and find it almost unbelievable that we are expected to enjoy listening to “Jump Around” for six minutes. The visual concept is strong, but it just can’t justify that kind of running length.
The confidence and energy with which the campaign is executed is impressive. But we wish the creative team could have had the same kind of confidence in recognizing that the uniquely collaborative spirit and simple strength of the collection could have been communicated just as effectively in one minute.
Creative Director & CBO | Ingo Wilts Film Direction | Etienne Russo Talent | Bella Hadid, Ashley Graham, Keith Powers, Lucky B Smith, and Taylor Hill Set Design & Production | Villa Eugénie Video Production | Walter Films Sound Design | Senjan Jansen Looks | Beatbolliger Stylist | Sean Spellman Hair | Mark Hampton Makeup | Diane Kendal Location | Gotham Hall in New York City
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