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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 Eyan Allen.
