BOSS
Services:
Brand Positioning - Verbal Identity - Campaign Concepts - Cast Interviews - Copywriting - Editing - Product Naming - Translation Management
For five years, I worked in-house at HUGO BOSS, leading copy direction across both brands. I focused primarily on BOSS, the company’s longstanding label, shaping its voice and crafting copy for every touchpoint - from corporate press releases to campaign film scripts. Highlights include launching the Behind the BOSS podcast in collaboration with Highsnobiety and overseeing all copy for the brand’s 2022 relaunch, which generated 1.9 billion impressions and 75 million social media engagements in a single day.
Campaign imagery of Hailey Bieber for Be Your Own BOSS.An image from the Your Style, Your Story shoot for BOSS eyewear, featuring model Toni Garrn. 
The digital drop of BOSS x Russell Athletic, featuring an all-star cast. 
Be Your Own BOSS - the brand’s relaunch starring Hailey Bieber and Kendall Jenner.An interview by me for BOSS x AJBXNG.
Behind the BOSS - a podcast series scripted by me, hosted by Raven Smith and launched in partnership with Highsnobiety.. Emma Roberts stars as the face of BOSS Alive, a scent and campaign that celebrates the joy in life’s simplest pleasures. 