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Not To Scale's Stylish Animation Reveals New Hugo Boss Fragrances

Not To Scale, 1 year, 11 months ago

Ultra-stylised short film from Grey London & director Steve Fuller

Not To Scale's Stylish Animation Reveals New Hugo Boss Fragrances

Film and animation content studio Not To Scale recently partnered with ad agency Grey and German luxury fashion brand Hugo Boss to produce this short film to promote the company's new fragrances on Instagram. Lensed by Emmy award winning Not To Scale director Steve Fuller, the brand's illustrations are brought to life in Hugo Boss' move into animation. 

The result is a sleek, minimal, and ultra-stylised representation of the looks that are captured in each fragrance and characterised in the video's caption: "a daring tuxedo, an elegant white day dress, and a sensual evening gown."

Of his inspiration and creative process, Fuller comments: “mix the following ingredients in a smart way: Sirachai’s bottle illustrations, late Matisse work, a dash of Saul Bass, my own experience with illustration and animation, and staying true to the Hugo Boss fashion world.”

The animation was designed with the input of Not To Scale teams in New York and London. As minimalistic as it appears, it was created with 3D software to allow for a wider range of motion, specifically for the complex movements crafted to express the strides of both models and everyday women. Fuller elaborates, “I try to keep it sophisticated, classy, and smart looking. It’s an exercise in restraint.”


Animator: Prema Weir

Animators: Linda Johnson, Remi Borgeal, Sandra Guarda, Andrew Wilkin, Luca Paulli

Creative Agency

Account Director: Nell Bhadresha

Creative Agency: Grey London

Creatives: Steve Elston + Connie Sone

Producer: Jessica Taylor

Production Company

Director: Steve Fuller

Producer: Phoebe Scott

Production Company: Not To Scale London

Category: Beauty/health , Perfumes

Genre: Animation