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Hugo Boss cover Hugo Boss cover mobile

Hugo Boss

Customer Hugo Boss

The new collection by Safilo x HUGO by Hugo Boss uses a typographic video that supports the launch campaign of the new collection starring Liam Payne, global ambassador of the brand.

Year 2020
smartphone con immagini campagna hugo boss


The protagonists are the glasses, of course, which through the concept "The choice is yours" communicate the fresh and smart dynamism of the technology that characterizes them: a gesture and the magnetic clip reveals a whole other eyewear, with the shift in shape and color of the lenses.

The video output wants to communicate, without frills, the practicality and novelty of the models in the new collection, with an important combination of typography and photography: a solid, energetic and provocative union, just like HUGO.


The project included a still-life photo shoot of the glasses, combined with filming and animation study. To top it all off, the digital pack with social friendly versions and the design of brochures and display support for retail.