BOSS

Jul 2024

The BOSS Athleisure FW24 campaign spotlights the intersection of high-performance sportswear and clean, architectural minimalism. Featuring a roster of elite athletes—including Alica Schmidt, Anthony Joshua, and Taylor Fritz—the imagery captures the collection across varied sporting landscapes, from running tracks and tennis courts to golf fairways and aquatic facilities. The campaign leverages a mix of precise, commercial studio-style portraiture and dynamic, action-oriented documentary sequences to highlight the technical details of the apparel. Photography by Bastian Achard, under the direction of Jason Last and art direction by Theresa Baena, utilizes a consistent visual language defined by crisp natural light. The aesthetic shifts fluidly between high-contrast monochrome, which emphasizes the movement and form of the athletes, and a clean, neutral palette that underscores the collection's tailored lines and subtle branding. Through this blend of editorial portraiture and action-focused photography, the campaign presents a unified study of movement, texture, and modern athletic design.

Vertical, Clean, Editorial

Natural light

Sportswear

Advertising Campaign