Boss Bottled Beyond – Made for the Next Generation

A New Vision for Leadership

Unlike earlier campaigns centered around a single face, Boss Bottled Beyond features a trio of voices: Bradley Cooper, Maluma, and Vinicius Junior. Each individual appears within his own creative space, yet their stories unfold together – film, music, and movement as threads in a shared narrative.

Director Karim Huu Do, known for emotionally charged storytelling, shapes the campaign with cinematic restraint. The result is a layered exploration of presence, process, and mutual inspiration.

The Composition: Ginger and Leather

Perfumer Daphné Bugey, working alongside Frank Voelkl and Bruno Jovanovic, introduces a ginger–leather accord as the defining signature of this Eau de Parfum.

• Ginger brings immediate energy with a crisp, aromatic clarity.
• Leather provides a textured depth, blending warmth with restraint.
• Supporting notes include woods and spices, reinforcing the balance between vitality and stillness.

The scent is structured to unfold over time with clarity and intention, offering both presence and subtlety.

The Bottle: A Familiar Form Renewed

The Boss Bottled flacon returns with key updates:

• A thicker glass base adds physical weight to the hand.
• Two fine bands wrap the neck, creating a quiet mark of distinction.
• The silhouette remains true to the original, with refinements that emphasize proportion and material.

This packaging reflects the broader brand evolution underway at Hugo Boss—a movement toward simplicity anchored in quality and detail.

The Campaign Cast

Bradley Cooper

A figure of introspection and direction, Cooper appears behind the camera, shaping his scene with quiet focus. His presence emphasizes craft over performance.

Maluma

Captured in a recording studio, Maluma channels rhythm and lyricism into the moment. The sequence underscores personal connection to creative flow.

Vinicius Junior

On an early pitch, Vinicius trains with others – no spotlight, just movement. His portrayal embodies drive rooted in practice and community.

Together, the three figures express aligned intent across distinct forms. Each contributes to a larger image of personal responsibility and openness to others.