Joseph Schooling fronts Hugo Boss' new campaign

Creative agency Iris Singapore has partnered with Hugo Boss to launch a new film with Joseph Schooling. The film explores the theme of how compensating on life’s little luxuries lead you to the top, and to becoming a Boss Man.

The campaign runs across digital, social and OOH, premiered at the exclusive launch event with Joseph Schooling at Marina Bay Sands on Friday 25 May. It runs for a period of two months.   The objective of the campaign is to redefine what luxury means, by showcasing that it is compensating on life’s little luxuries that gets you to the top – and that is true luxury.

Schooling left home at a young age to train in the US and embarked on his journey to being a professional athlete, which eventually saw him winning Singapore’s first ever Olympic gold with his iconic Butterfly stroke. The film also features Schooling’s life and training environment in Austin, Texas.

“When we were briefed to create a film that was unlike any of Hugo Boss’s global films, the team took on the challenge to create something a little edgier and bolder - to show what a true Boss Man of Singapore could mean.  Our approach came from the insight of a cultural shift in the category, where sacrifice is becoming the new language of luxury – that the man befits the suit, as much as the suit befits the man,” James Honda-Pinder, planning director at Iris Singapore, said.

According to the agency, research found that there was a new trend in the category, where sacrifice was rapidly emerging as a new language of luxury. Luxury has always been based on scarcity, and in a world where luxury lovers can access and afford most things, the only luxuries they can’t buy, are things they have to earn.

“Having to spend most of his time away from the familiar comforts of home, Schooling has to forego many of life’s simpler luxuries. Which makes him the perfect ambassador to represent Hugo Boss as the new symbol of luxury,” Ed Cheong, executive creative director, Iris Singapore added.

“In similar fashion, Boss Man status cannot be bought. It has to be earned. So iris chose to focus their narrative not around honouring Schooling’s successes, but celebrating the little luxuries in life he has had to leave behind. Because it is these sacrifices, made on the road to the top, that maketh the Boss Man. Leaving behind old comforts and embracing fresh challenge are what make the man befit the suit, as much as the suit befits the man,” the agency added.

Check out the video here:

Campaign credits:

Agency: Iris Singapore
Client: Hugo Boss
Marketing manager: Melanie Goh
Executive creative director: Ed Cheong
Deputy creative director: Shawn Foo
Senior art director: Boo Wei Yi
Senior art director: Royston Ang
Planning director: James Honda-Pinder
Regional CEO: Luke Nathans
Business director: Natalie Hellon
Account manager: Jodie Cheng-Bradshaw
Senior producer: Jenni Stiebel
Executive producer: Tasmin Vosloo
Senior editor: Pamella Ang