Hugo Boss ambassador Joseph Schooling reveals the struggles and sacrifices he had to endure in order to become Singapore's first gold medalist in the Olympics (in swimming).
The film, created by Iris Singapore, features Schooling narrating his life, starting from the time when he had to leave home (Singapore) at a young age to train in Austin, US in order to fulfill his dream of becoming a professional athlete.
Ed Cheong, executive creative director, Iris Singapore said: “Having to spend most of his time away from the familiar comforts of home, Joseph has to forego many of life’s simpler luxuries. Which makes him the perfect ambassador to represent Hugo Boss as the new symbol of luxury.”
He highlighted moments where he missed his home, family and friends in Austin but emphasized that those sacrifices helped him to reach where he belonged, on the top. Joseph Schooling defeated his idol Michael Phelps to win the gold at the Olympics in the 100 meter butterfly event.
The campaign will run across digital, social and OOH and is part of a wider global campaign called 'Boss Man of Today'.
James Honda-Pinder, planning director at Iris Singapore said: “When we were briefed to create a film that was unlike any of Hugo’s global ‘Boss Man of Today’ films, the team took on the challenge to create something a little edgier and bolder - to show what a true Boss Man of Singapore could mean.
"Our approach came from the insight of a cultural shift in the category, where sacrifice is becoming the new language of luxury – that the man befits the suit, as much as the suit befits the man.”