Experience Another Dimension With Hugo Boss And Video Artist Marco Brambilla

From the man who brought you from heaven to hell, comes a new interactive adventure by Hugo Boss and a revamped YouTube.com. Featuring the cinematic techniques of video artist Marco Brambilla, comes a visual diorama which allows viewers to “control” their journey from home– in honor of the launch of HUGO Just Different. After visitors enter the Hugo Boss bespoke YouTube page and sync their head movements to the digital reader, then theoretically, they are able to guide their own journey through Brambilla’s world of mystery and glamour.

Though we tried to use the motion sensor and film twice, and unfortunately signed over our confused images to be used in future projects, we were unable to change our perspective in the film. Though the idea is quite ambitious (and the film-making very intriguing), its ultimately frustrating usability issues somewhat muddle the point of the campaign. While an accompanying press release stated that ‘the cutting-edge realization also speaks to the avant-garde equity of the brand,’ the result is more of a head-scratch than a nod of approval. When one thinks of the Hugo man, images of well-dressed go-getters with bright futures (and the men who would like to imagine themselves as such) come to mind, rather than someone who is ‘Just Different’ and edgy.  While this can either be seen as a compliment or an insult (depending on how the folks at Hugo Boss are trying to position themselves, advertising-wise), a certain amount of applause must be given to Boss for trying something new and daring to break the mold with what looks like a somewhat costly venture. And in this economy that truly is something Just Different.

You can also check out the video below and decide for yourself:

Hugo Boss Just Different