To launch their collaboration with Russell Athletic, Hugo Boss wanted a fresh way to connect with a younger audience and reposition themselves as a brand famous for ‘more than suits’ - something a conventional catwalk show never could.

So We led them to restage the catwalk as a live ‘play’ of a baseball game, comprising nine Reels starring a series of different high-profile creators.  The videos were directed, shot, and edited by Reels creator Fred Stauffer, who used recognized trick video tropes to bring each Reel a playful and entertaining quality. The content ran as both organic and paid, allowing the brand to unlock new and highly engaged audiences and harness that connection at scale.