For the first BOSS Woman fragrances, we wanted to steer away from duplicating the codes
of masculine success and instead celebrate what women define as a successful and
complete journey. We partnered with Oscar-winning Gwyneth Paltrow to create films and
stills that were rolled across TV, Cinema, Print, OOH, Digital and Retail.
We created an editorial extension with a YouTube series
showing how Gwyneth manages through a balanced
lifestyle across her acting, family and business priorities.
The series also featured BOSS Women Creative Director