Gisele Bündchen became a 10-meter hologram to celebrate Boss' new spring 2024 campaign.
Giant images of the 43-year-old supermodel and South Korean star Lee Min-Ho were beamed in front of London's Tower Bridge on Wednesday (31.01.24) as an "expression" of the brand's "exploration" into technology.
Nadia Kokni, senior vice president of global marketing and brand communications at Hugo Boss, said: "Innovation has a prominent role in our strategy to achieve consumer impact at scale and create something intriguing.
"The hologram is the most current expression of our exploration and curiosity around harnessing the power of technology in our communications."
The campaign is accompanied by videos with the stars, also including Suki Waterhouse, Adwoa Aboah and more, telling customers: "The voice is yours."
The spring 2024 campaign has been described as a "journey of self-determination" and Kokni thinks the holograms can encourage consumers to form a deeper bond with Boss.
She added: "The novelty that it delivers also helps us to create captivating content that’s immensely shareable and memorable, offering a new experience to our audiences, resulting in positive associations toward our brand."
Meanwhile, Gisele previously admitted despite being at the top of the fashion world since the late '90s, she was keen to do more than just modelling.
She told Vanity Fair: "I want to do things that I believe are an extension of me.
"Being a model is not really an extension of me... It’s being an actress in a silent movie. I don’t want to be a character in anybody else’s movie. And when I do that, it doesn’t feel as comfortable for me anymore."
However, she insisted she would never publicly state she is retired as a model because she doesn't know what the future will bring.
She explained: "I never say never, because the only thing in life I am certain of is change."