This is BOSS
Fashionshow Live Communication
In 2015, during my time as Creative Director at MDCT (formerly WERBEWELT), I led the concept and co-execution of the live communication and accompanying digital campaign for the HUGO BOSS Spring/Summer Fashionshow in New York City. At the time, our agency held the global lead mandate for the brand and was responsible for end-to-end communication – from physical experience to digital rollout. At the heart of the campaign was a bold key visual, developed in close collaboration with the client and brought to life through a concept-driven shoot. For the execution, HUGO BOSS secured acclaimed filmmaker Marco Brambilla, adding artistic edge and cinematic impact to the visual language. A custom-built website served as the central content hub – offering curated insights ahead of the show, real-time updates during the runway, and rich storytelling in the aftermath. On-site in NYC, we managed a dedicated content team producing live assets for digital and social media, seamlessly integrated into the hub within moments of capture. One of the core elements was live show direction and editing. Working side-by-side with the event production team, we ensured that a highlight VOD video was available immediately after the show – high-impact, brand-aligned, and ready to be shared across global platforms. This project exemplifies a holistic brand experience, where live event, visual identity and digital activation converge into one coherent narrative.
Credit: MDCT AG (formerly known as WERBEWELT)
Client: HUGO BOSS
DOP: Marco Brambilla
Role: Creative Director
Year: 2015
Services: Concept, Creative Direction, Content Production, UX-Design, Live Broadcast Direction
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