First appearing over 30 years ago, the debut Boss fragrance was a resounding success and helped propel the German company onto the Frankfurt Stock Exchange. For the campaign of its latest offering, Boss the Scent, the brand pulled out all the stops, and employed the skills of director Darren Aronofsky, the moving beats of The Weeknd, and the old school Hollywood allure of Theo James. The actor took a break from fighting a revolution alongside fellow Insurgent actress Shailene Woodley to spend some time with Hugo Boss’s new scent—and Russian model Natasha Poly—in a suave monochrome penthouse.
Take a look at the campaign video above, which, as expected from Aronofsky, doesn’t compromise on tempting visuals.
The new Hugo Boss fragrance, Boss the Scent, is now available throughout the Middle East.