© Felix Aaron

BOSS x Zalando‘ 
BeYourOwnBOSS

(2022)

The visual concept that we developed for our aesthetic approach towards the BOSS #BeYourOwnBOSS campaign was based on the idea of showcasing artists outside of the existing industry norms, drawing inspiration from the vision of being one's own boss, pushing the given boundaries to the edge within the brand's identity.
To us, being your own boss means, in its literal essence, to be first of your own inspiration, your own drive, and in doing so, your most authentic and honest self with all its shades of good and bad. As we did raise the question of how our protagonists did find the path toward their current artistic selves – we defined the foundation of our first visual layer, the interviews. As those interviews provide insights into our artists' creative minds, vision, and unique character, we came up with an equally relevant visual second layer alongside that - the performance, our artists in action.

Produced by Modest Department
Directed by Felix Aaron
Framed by Julian Jonas Schmitt
Styled by Stefanie Klopf 
Edited by Gerrit Piechowski
Colored by Delfina Mayer
Sound by Luka Seifert