Our key considerations were to try and create something that had never been seen before - only by pulling off a unique stunt could we expect to punch through the chatter online and create something truly viral and shareable for HUGO BOSS in order to elevate their brand visibility. Alex’s daredevil character was perfectly suited to pushing the limits of his boat, and by utilising the yacht as a key part of the stunt we placed the HUGO BOSS brand as a key focus. Being bold, radical and extraordinary whilst also being hyper-cool and super stylish would ensure success.

#Skywalk was shot in June 2015 in Alvor, Portugal. As we required perfect weather and a very specific wind strength to complete the stunt safely we needed to shoot at the correct time of year. We only had 2 days to complete the whole production before the yacht had to be elsewhere. We had a small agile film crew of just 7 people on location, plus sailing expertise and logistics from Alex Thomson Racing and styling and brand presence from HUGO BOSS. As we were shooting the stunt 9 months before release we needed to keep it as secret as possible.

The film was teased on social in March 2016 and later released worldwide via a 360 campaign. Every channel, touch point and content form was strategically considered:

Teaser fims x 3

Hero film

BTS film

Social media tailored edits

Hero imagery

#SkyWalk:

· Reached over 26m people on social media

· Over 7m video views with 88% engagement ratio to the final 10% of the film (essentially the end slates)

· Media coverage equated to 800m OTS and was valued in the region of €3m

· Video listed in top viral charts by Discovery Channel, Campaign, YouTube, The Drum.

· Visitors spent twice as long on microsite. Product sales rose 185% on previous campaign.

· HUGO BOSS Sunglasses within top 20 bestselling of 2016.

· “Our most successful sports campaign, in terms of reach, of all time”. HUGO BOSS.