OVERVIEW
COTY Hugo BOSS wants to bring the excitement of their new BOSS bottled Elixir fragrance, Elixir to male gamers by creating a Fortnite map to promote it.
The aim is to develop an interest in BOSS bottled fragrances by highlighting the different scents available in an exciting and popular Fortnite map. Hopefully the introduction of a gaming strategy in fragrance could impact the fashion team to also explore a gaming strategy.
A new set of Hugo Boss Elixirs were released and our goal here was to showcase all four bottles in the form of an only up. Where players need to race to get to the top of the tower, thematically built based on the color/ fragrance of the elixirs. The challenge here falls back to ensuring that the brand image comes across to players ranging in age. Hugo Boss is a luxury fashion brand, while Fortnite is a video game that is popular with a younger audience.
CHALLENGE
Create an Only Up speed race that emulates the Boss branding and new elixir fragrances but is native to the Fortnite player.
SOLUTION
We built a cityscape matching the hues of the four new elixirs with challenges, different routes, and Hugo Boss styled props for players to race each other on the way up to become their own boss and beat their time.
A new set of Hugo Boss Elixirs were released and our goal here was to showcase all four bottles in the form of an only up. Where players need to race to get to the top of the tower, thematically built based on the color/ fragrance of the elixirs.
The challenge here falls back to ensuring that the brand image comes across to players ranging in age. Hugo Boss is a luxury fashion brand, while Fortnite is a video game that is popular with a younger audience.
FROM THE PRESS

Nov 15, 2023
Boss makes gaming debut with fragrance-themed island on Fortnite
The fragrance brand has teamed up with the online multiplayer game to help raise awareness of its most popular Boss Bottled scents
READ ARTICLE READ ARTICLEIn the vibrant world of Fortnite Creative, Hugo Boss presents "HUGO BOSS Be Your Own Boss," an immersive experience that embodies the brand's ethos of empowerment and self-expression. Step into a sleek and sophisticated urban environment where players can engage in thrilling parkour challenges as they race to the top of four different towers in hopes of beating their fastest time.
Navigate through a series of obstacles, each adorned with Hugo Boss branding, as you strive to reach the top in this Hugo Boss inspired Only Up. Along the way, discover hidden rewards and exclusive Hugo Boss-themed items that enhance your gameplay experience. Whether you're a seasoned Fortnite player or new to the platform, this Only Up offers an exhilarating and stylish adventure that celebrates the pursuit of excellence and personal growth through.