Andy Carson just linked up with BOSS for an AI-enhanced fragrance ad

BOSS has launched its latest fragrance, BOSS Bottled Absolu, with a campaign that brings some actual tech innovation to the typically glossy-but-safe world of fragrance marketing. While Chris Hemsworth remains the impossibly jawlined face of the franchise, it’s the creative collab behind the visuals that deserves attention.

Photographer Andy Carson has teamed with creative editors Ever & Anon to blend traditional photography with the AI generation. The result? An amber-bottled scent that floats through AI-generated moonlit backgrounds — all appropriately masculine and moody for a fragrance trilogy’s final act.

The scent itself features leather with roasted notes, plus patchouli, myrrh, and cedarwood — created by Annick Ménardo (who made the original twenty-five years ago) and Suzy Le Helley. It’s BOSS Bottled cranked up to eleven, in both concentration and packaging. And they’ve kept things glossy enough to convince men they need another fragrance with a gold cap. Half innovative, half inevitable — but entirely worth watching.