NOIR AU NOIR · Campaign
Editorial production for Hugo Boss SS24
Where the story begins
Hugo Boss needed a visual world for a new fragrance that lived in the same universe as their fashion, without simply copying runway imagery. Together with Noir au Noir, we were brought in to create a series of images that could work across digital, social and launch assets. The brief: make the perfume feel intimate, luxurious and contemporary, using photography as the main language of the campaign.
Most existing visuals treated the bottle as a product shot, not as a character. Our task was to move away from “Clean e-commerce packshot” and towards a cinematic, emotional presence. The goal was to capture the duality of the scent sharp and refined, but warm at its core and give Hugo Boss a set of images strong enough to stand alone on a billboard, a homepage hero or a campaign post.
Turning a scent into light
We built the concept around contrast: deep shadows, precise highlights and reflections that echo the name Noir au Noir. The bottle becomes the anchor in a carefully controlled environment of glass, metal and texture, with a palette that leans into blacks, muted neutrals and subtle metallic accents. Instead of showing a model wearing the fragrance, we let the light, surfaces and framing suggest how it feels on the skin: confident, close, and unmistakably modern.
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On set, shot by shot
Working side by side with Noir au Noir, we designed a modular set that allowed us to shift quickly between hero shots, details and social friendly crops. We experimented with different angles, liquids and reflections to find the point where the bottle looked sculptural rather than static. Every frame was refined in post production to keep edges crisp, blacks dense and highlights controlled, so the images could scale from mobile formats to high resolution campaign assets without losing impact.
A visual identity you can almost smell
The final series gave Hugo Boss a cohesive visual toolkit for the fragrance: hero images for campaign launch, tighter crops for social and detail shots for product pages and editorial use. The perfume now lives in a clear visual universe that connects the brand, the scent and the collaboration with Noir au Noir. The result is a set of photographs that do more than show a bottle they suggest a mood you can almost smell.