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.
