For Fall/Winter 2017, BOSS presents a new digital campaign entitled “Own Your Journey”. In a series of short videos, three protagonists discuss their journeys: Mercedes-AMG Petronas Motorsport driver Lewis Hamilton, Hollywood actor James Marsden and entrepreneur and digital influencer Patrick Janelle.

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Each a success in his own right, these three talents reveal their personal journeys, both physical and mental. These are global travelers in every sense, equipped by BOSS to reach their goals.

The three protagonists were drawn from the diverse fields of sport, film and business, showing different routes to and definitions of success. With determination, belief and ambition, each of these global travelers owns their journey.


American actor James Marsden is the first to be introduced in the periodic campaign. James rose to fame for his roles in Hollywood movies such as X-Men, Superman Returns, Hairspray and the hit TV series Westworld.

The second video in the series focuses on Patrick Janelle. The digital influencer and entrepreneur co-founded the Spring Street Social Society, creating secret pop-up events, and a mobile app The Liquor Cabinet, while also being recognized as a top Instagram talent in the fields of food and fashion.

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The final star to be presented is Mercedes-AMG Petronas Motorsport driver Lewis Hamilton. A long-time BOSS ambassador, the star driver’s successes include being a three-time Formula One champion and garnering 54 Grand Prix victories – the second-highest number of all time.

These unique talents perfectly embody the campaign, which was shot in different locations from the sea, to the city and finally to the mountains to represent a global journey. The stars wear the new travel-inspired Fall/Winter 2017 collection, which can also be bought from the shoppable videos. The collection presents a man prepared for everything and ready to take on the world.

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Director: Paul Surety

DOP: Nick Eriksson

Editor: John Smith

Design: Factory & John Smith

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