Building a breathtaking marketing moment

Client

Hugo Boss

Sector

Retail, Fashion and Beauty

Tech

Virtual Reality (VR), Immersive Apps, 360° Video and Virtual Tours

Immersing audiences in the world of Hugo Boss through a virtual skyline experience

When Hugo Boss launched its men’s fragrance Your Time is Now, the brand wanted an innovative way to capture attention. We created a 360º mobile app that placed viewers in the footsteps of Zac Efron – the face of the fragrance – as he crossed the New York skyline at sunrise, blending cinematic visuals with interactive, immersive storytelling.

The challenge

In March 2017, Hugo Boss was preparing to launch its new men’s fragrance and sought a memorable way to present the campaign to industry experts, journalists, influencers and wholesale customers. The experience needed to reflect the energy and sophistication of the brand while showcasing the campaign’s creative assets in a new, engaging format. Our challenge was to design a digital tool that would immerse users in the world of Your Time is Now – echoing the advert’s striking imagery and message of ambition – while also serving as a practical platform to explore related media and product materials.

The process

We designed and built a 360º mobile app that replicated the advert’s cinematic setting – New York at sunrise. Using a model of the skyline, we recreated the sequence of Zac Efron moving across skyscrapers connected by a narrow walkway, placing users right in the action. The Hugo Boss billboard featured in the landscape served as the interactive hub, allowing users to access videos, image galleries and press materials seamlessly. Available via the App Store and Google Play, the experience was optimised for mobile headsets, combining interactivity and immersion to bring the campaign’s bold visual storytelling to life.

The outcome

The Your Time is Now app provided Hugo Boss with a dynamic and memorable way to launch its new men’s fragrance. By blending 360º immersion with cinematic visuals, it allowed users to experience the campaign from a completely new perspective – stepping into the shoes of the brand’s ambassador. The app served as both a promotional and press engagement tool, giving journalists, influencers and partners a rich, interactive experience that reinforced the brand’s premium identity. It demonstrated how immersive technology could elevate traditional campaign launches and leave a lasting impression across multiple audiences.