'MIND OF A BOSS'
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. Yet F1 continues to be one of the fastest growing sports in casual interest worldwide. With that in mind, we sought a way to democratize F1 in the most immersive way. An in-store experience at key city BOSS halo stores, placing you inside the cockpit, to master the skillset of a F1 driver, and ultimately, 'step inside the mind of a BOSS'.
The objective of the campaign was to drive local BOSS brand fandom, alongside overarching global BOSS 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 in mentality and excellence.
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
London Regent Street
Barcelona Passeig de Gràcia
Paris Champs-Élysées
Dubai Mall Fashion Avenue
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.
TALENTS & 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).
