Hugo Boss x New York Giants – 100th Anniversary Jacket

Creative Director | Project Lead | On-Camera Talent I served as the Creative Director for a collaborative campaign between Hugo Boss and the New York Giants, celebrating the team’s 100th season through an exclusive jacket drop. This limited-edition release was showcased at a branded Hugo Boss pop-up store and featured NFL legend Plaxico Burress as the face of the campaign. My role combined high-level creative direction, team leadership, and on-site execution — delivering a visually compelling and brand-aligned campaign that honored a century of Giants football while spotlighting premium fashion. Key Contributions & Responsibilities: * Creative Direction: Led the overall vision and storytelling strategy for the shoot, ensuring alignment with both Hugo Boss’s brand identity and the legacy of the New York Giants. * Team Leadership: Directed a team of photographers, videographers, editors, and content strategists to capture dynamic, high-quality visuals within a tight timeline and high-profile setting. * Talent Coordination: Worked alongside Plaxico Burress and the Hugo Boss team to guide shot setups, brand positioning, and narrative flow, while maintaining an efficient and professional shoot environment. * On-Camera Participation: Personally modeled the 100th Anniversary NY Giants jacket as part of the final campaign video, contributing to the lifestyle narrative and expanding the visual diversity of the shoot. * Content Production: Oversaw the production of social-ready visuals and short-form video content for use across Hugo Boss, NY Giants, and athlete channels — maximizing visibility and reach. Impact:
This campaign celebrated both sport and style, blending high fashion with the legacy of one of the NFL’s most iconic franchises. The final content was used to promote the jacket drop, engage fans, and generate buzz both online and at the physical pop-up location.