Iris Singapore and Hugo Boss redefine luxury in a film following gold medallist Joseph Schooling

Iris Singapore has partnered with Hugo Boss to launch a new film with Joseph Schooling. The film explores the theme of how compensating on life’s little luxuries lead you to the top, and to becoming a Boss Man.

“When we were briefed to create a film that was unlike any of Hugo’s global ‘Boss Man of Today’ films, the team took on the challenge to create something a little edgier and bolder – to show what a true Boss Man of Singapore could mean.

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Our approach came from the insight of a cultural shift in the category, where sacrifice is becoming the new language of luxury – that the man befits the suit, as much as the suit befits the man,” said James Honda-Pinder, Planning Director at Iris Singapore.

Schooling left home at a young age to train in the US and embarked on his journey to being a professional athlete, which eventually saw him winning Singapore’s first ever Olympic gold with his iconic Butterfly stroke. The film also features Schooling’s life and training environment in Austin, Texas.  

“Having to spend most of his time away from the familiar comforts of home, Joseph has to forego many of life’s simpler luxuries. Which makes him the perfect ambassador to represent Hugo Boss as the new symbol of luxury.” Ed Cheong, Executive Creative Director, Iris Singapore.

Credits –

Executive Creative Director: Ed Cheong

Senior Editor: Pamella Ang

Client: Hugo Boss

Marketing Manager: Melanie Goh