Hugo Boss Noir
Noir Winter Campaign — Copywriting, Campaign Strategy & Visual Design
This is a spec work campaign created as part of my advertising studies at Centennial College. Not affiliated with or endorsed by Hugo Boss. All copy, campaign strategy, and visual design are my own work.
The Concept
Objective
Introduce Hugo Boss Noir for men and women as the definitive winter fragrance — tempting, radiant, warm. The campaign targets the winter season to align scent with mood and memory.
Message & Tone
Desire, love, and nostalgia. The concepts play with colour and time periods, but share a common thread: falling in love and captivating others with scent. Creating the best impression — and leaving memories.
Creative Executions
Outdoor Billboard
"Perfume is the key to our dreams."
Metro Newspaper Ad
"Perfume is the key to our fantasies."
Campaign Copy Lines
MESMERIZING
"Perfume is the key to our dreams."
HYPNOTIZING
"Perfume is the key to our memories."
CHARMING
"Perfume is the key to our imagination."
CHARMING
"Perfume is the key to our presence."
CAPTIVATING
"Perfume is the key to our fantasies."
Media Channels
Outdoor Billboard
Black & white visuals to catch the eye and trigger nostalgia, desire, and dreams. Timeless colour palette elevates the luxury positioning.
Transit Shelter
Same tone and message as the billboard — designed for dwell time. The idea of falling in love and feeling protected plays on universally shared emotions activated while waiting.
Metro Newspaper Ads
Mixed B&W and colour executions across vertical and horizontal formats. Colour variation catches the eye twice as readers turn pages — reinforcing brand recall on commute.
"Perfume is the key to our fantasies." — Horizontal spread featuring a 1950s couple in love, promoting both men's and women's fragrances simultaneously.
Skills Demonstrated
Full Campaign Deck
View all mockups, visual executions, and strategic rationale.
