99% of F1 fans will never attend a race in their lifetime, for a number of reasons; a perception of F1 as an exclusive sport, a circuit sitting outside the city, elevated price points. With that in mind, we sought a way to democratize F1 in the most immersive way. An in-store experience at key global halo stores, putting you inside the cockpit, to master the skillset of a F1 driver, and step inside the mind of a BOSS.
The objective of the campaign was to drive local BOSS brand fandom, and drive overarching global brand heat through the F1 community.
We partnered with EPAM (Apple's preferred agency for spatial technology applications), and embarked on building a fast-paced multi-stage spatial experience in Apple Vision Pro, tapping into the shared values of both BOSS and Aston Martin F1 Team.
THE IN-MARKET RETAIL ACTIVATION
Following the globally-led guidelines and working closely with the global team, each of the individual markets built localized activations, geared towards providing a best-in-class in-store spatial experience. The campaign and local activations launched on October 02nd 2025, in the lead up to the Singapore Grand Prix.
The activation was placed in 7 key halo stores worldwide.
Singapore Changi Airport T3
Paris Champs-Élysées
London Regent Street
Dubai Mall Fashion Avenue
Barcelona Passeig de Gràcia
Düsseldorf Schadowstraße
Las Vegas Caesar's Palace
THE CAMPAIGN
The overarching campaign sought to drive BOSS brand heat on a global level, with the intent to localize as a means of driving footfall to stores in key activating cities, capturing local BOSS brand fandom. The main campaign hero film and images featured Jamie Campbell Bower, a globally relevant talent, to introduce the topic in a BOSS-friendly way. CGI content was used to lean into the local retail component to the campaign, whilst drawing awareness and engagement.
CREATORS
(GLOBAL & LOCAL)
As a means of driving awareness and footfall, both global and local creators were invited to try the experience, also receiving in-experience content to activate on their channel(s).
