BOSS Fragrances has unveiled an ambitious new global campaign in collaboration with creative agency Marcel, fronted by three international icons: actor Bradley Cooper, singer Maluma, and footballer Vinicius Junior. Centered around the launch of BOSS Bottled Beyond, a new eau de parfum that reinvents one of the brand’s most celebrated classics, the campaign redefines the modern BOSS spirit through a powerful message of brotherhood and mutual inspiration.
At the heart of the concept is the slogan “BOSS RECOGNIZE BOSS”, a statement that emphasizes how true leaders see and value the strength of others. Each ambassador embodies excellence in his own field — cinema, music, and sport — while remaining open to learning and drawing inspiration from one another. Together, they personify resilience, achievement, and mentorship, offering a new depth to the BOSS identity.
The campaign takes a 360° approach, combining film, digital storytelling, and brand activations. A flagship short film showcases the unique worlds of Cooper, Maluma, and Vinicius, revealing their personal journeys while highlighting their interconnectedness. Complementary content includes interviews, fragrance insights, celebratory moments, and playful sequences designed to foster long-term engagement with audiences.
Beyond the screen, the campaign will be amplified through global media, retail initiatives, and social platforms, making BOSS Bottled Beyond a cornerstone in the brand’s evolving narrative. By weaving admiration, authenticity, and shared energy into its messaging, BOSS Fragrances underscores what it means to be a modern BOSS: inspired, inspiring, and profoundly human.
