Dominik Mentzos : new human resources campaign for HUGO BOSS and Frankfurt Airport through kids eyes for LUFTHANSA
Milch & Zucker agency comments, ‘smiling faces in sterile offices. Jolly almost models in almost realistic meeting situations. Satisfied bosses. Happy kids. Some HR images are particularly boring’. Their new HR campaign for premium fashion label HUGO BOSS, photographed by DOMINIK MENTZOS demonstrates that such campaigns can also be photographed in a different way.
Staff from 40 nations are busy on the HUGO BOSS campus, the space is filled by a mix of laidback friendliness and bustling hard work. You can feel the passion with which the total of 12,000 BOSSians worldwide go about their daily fashion business.
The Milch & Zucker creatives on location came to a quick conclusion: ‘we have to capture this!’ And granted Dominik access. After 2,000 images of real employees in various spaces and poses, the final target audience images were selected – seven in total, to be combined with statements from a staff survey promoting the HUGO BOSS corporate world.
This is how images such as "Design/Creation", "Retail" and "Business" were created. The agency explored what the world of designing, tailoring and presenting has at its core beforehand, commenting ‘the employer analysis showed us that the South German fashion designer’s label focuses on inspiration and challenges. So it was clear that both factors would play an important role in its creation. We think we did a good job. Especially thanks to experienced photographer Dominik Mentzos and the enthusiastic staff.’
The images will soon be promoted as job advertisements as well as on the HUGO BOSS careers website. Christiane Roth, Melanie Schäfer, Frank Krupka, Rasko Peric, Carina Ritter and Jan Willand from Milch & Zucker were also part of the fashionable team.
In the shoot that followed for LUFTHANSA, Dominik, who is represented by GoSee Member SEVERIN WENDELER from Hamburg, captured how kids experience the new Lufthansa sections of the Frankfurt terminal. GoSee presents the happy results.
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