Press release

EPAM and BOSS Unveil a Revolutionary Immersive Spatial Experience, Powered by Apple Vision Pro, That Redefines Motorsport Fandom

The innovation takes fans beyond the grandstand into the high-octane, high-performance world of racing, creating truly unforgettable moments that redefine the intersection of premium fashion, luxury retail, sport and technology

NEWTOWN, PA, USA, October 2, 2025 – EPAM Systems, Inc. (NYSE: EPAM), a leading digital transformation services and product engineering company, today announced its strategic collaboration with BOSS on a revolutionary immersive spatial experience, powered by Apple Vision Pro, that redefines motorsport fandom. This innovation brings fans into the adrenaline-fueled immersion and the heart of the race action. 

With strategy, design and execution led by EPAM and its Empathy Lab brand teams working side by side, this experience was designed to bring fans closer to the action than ever before, feeling as thrilling and authentic as being a racing driver.  From precision visual targeting exercises to 3D spatial puzzles inspired by strategic race decisions, every step demands sharp focus and split-second reflexes. The experience finishes in a spectacular test lap, where the roar of the Aston Martin AMR25 surrounds fans. 

“We’re thrilled to strengthen our strategic partnership with BOSS and bring an innovative spatial racing experience to life through Apple Vision Pro,” said Balazs Fejes, CEO & President, EPAM. “This initiative transcends traditional engagement by harnessing the power of immersive storytelling, making the exclusive world of motorsports accessible to a global audience of fans and consumers. It’s more than just viewing—it’s about creating truly unforgettable moments that redefine the intersection of premium fashion, luxury retail, sport and technology.”
Launching ahead of the Formula 1® Singapore Airlines Singapore Grand Prix 2025, the in-store activation debuts October 2 in specially designed installations at select BOSS locations across seven cities: London, Paris, Düsseldorf, Barcelona, Las Vegas, Dubai and Singapore. 

“Formula 1® is the pinnacle of speed, precision, and pressure—an exhilarating world that few get to truly experience firsthand,” said James Foster, SVP Global Marketing at HUGO BOSS. “With this extraordinary spatial experience, that we created with the Aston Martin Aramco Formula One® Team, we break down barriers. We’re not simulating a race; we’re transporting fans into an absolute BOSS mindset.”  

“With this innovation, we are redefining what it means to be a fan in the age of spatial computing. Together with BOSS and Apple, we’ve transformed the inaccessible into the unforgettable,” said Ward De Kruiff, VP, Business Consulting at Empathy Lab by EPAM. “Inviting fans to step trackside, inside the cockpit, and into the very mindset of performance. This is more than an immersive experience; it’s the future of storytelling at the intersection of luxury fashion, sport and technology, celebrating BOSS’ and EPAM’s proud heritage as a partner in sports. By fusing precision, adrenaline and emotion, we’re shaping the next generation of fandom and raising the bar for how brands connect with audiences worldwide.”

Case Study: Burberry x EPAM Innovation Day

Innovation Day is Burberry’s annual event where the leading fashion house collaborates with its digital partners to envision and showcase creative, tech-enabled solutions for the future. On November 22, 2023, EPAM had the honor of hosting this year’s Burberry Innovation Day, delivering bold ideas to inspire transformation in fashion, technology, and the customer experience.

The Vision

With a strategic focus on life in 2030 and beyond, EPAM worked closely with Burberry Innovation Champions to explore key challenges and opportunities that would define the fashion industry in the years ahead. The process began with 50 initial tech-enabled ideas, which were refined down to 18 before selecting 3 standout concepts for presentation during Innovation Day.

Creative Process & Proof of Concept

As part of the collaboration, I was deeply involved in shaping the creative concept for the event. The team brought together a series of innovative proof-of-concept prototypes designed to solve key industry challenges while embodying Burberry’s heritage of forward-thinking innovation.

The Impact

EPAM’s creative, tech-driven approach presented Burberry with opportunities to push boundaries in loyalty, personalization, and customer experience. Together, we explored the art of the possible, delivering ideas that could transform how customers connect with Burberry both online and in-store.

This collaboration is a testament to what can be achieved when innovation meets heritage, paving the way for the future of fashion and technology alike.

Press Release
Dina Försäkringar Unveils a New Communications Concept – Welcome to the Test Lab!

Dina Försäkringar is stepping into a bold new era of brand storytelling with the launch of its latest communications concept, firmly rooted in the company's culture of anticipating life's uncertainties and staying committed to its customers every single day. Say hello to Dina Försäkringar’s Test Lab!

In the company’s new ad campaign, viewers are transported into a vibrant world that embodies Dina Försäkringar's green brand identity and features a fictional test lab where all product and service innovations come to life. This is where highly skilled test personnel simulate a variety of real-life scenarios to ensure the company provides its customers with the best possible insurance solutions.

“We strive to think of everything that could happen in our customers' daily lives to offer them the best possible support when the unexpected occurs. At the same time, we continuously refine our offerings. With this campaign, we wanted to showcase that in a fun, creative way that really stands out in the insurance category,” says Tomas Roos, Head of Communications and Web at Dina Försäkringar AB.

The campaign films were developed in collaboration with creative agency Emakina and produced by HOBBY Film, with director Magnus Renfors at the helm.

“It was an exciting project to be part of, and working with practical stunts is always such a joy. Fire. Explosions. Hockey puck cannons. Honestly, what’s not to love?” says Magnus Renfors, director at HOBBY Film.

Fjällfil is a brand of yoghurt and sour milk from the northern part of sweden. To promote the new exotic flavours of sour milk for 2015, Cloudberry & Birch sap, we went to Swedens highest mountain for a tasting. We made 5 films that ran on YouTube & Facebook. The series had over 3,2 million views. And their followers on social media increased by 30%. And we met 17 persons on Kebnekaise that got to sample Fjällfil.

Copywriter: Adam Strandberg. Art Director: me. Production company: Thelma & Louis.

When King was asked by IKEA Germany to create that year’s TVC for their midsummer sale, it felt like a great opportunity. Traditionally, the campaign had been handled by other Swedish agencies, often delivering cozy, familiar, Ikea-style ads. We decided to take a different approach in collaboration with Traktor, aiming for something bold and unexpected.

The target group for this campaign was extremely niched. “Small businesses owners that want to develop their affairs, but lack the funding”. Traditionally advertising towards business owners features good-looking models, posing in flashy offices, always smiling and boasting about their own success. With Ikano Bank we chose to focus on the feeling of being too small in the world of business. Instead of regular models, a group of one-year-old babies were dressed in costume made business suits and adult wigs.

RFSU are a non-profit organisation, independent of party politics & religion that works for an open, positive view of sex. They sell condoms and other products, offer sexual information and much more. A super cool liberal organisation that we got to make an campaign for. Based on the simpel brief "sex is fun - portray that". So we went "buskis" as we say in Sweden with this outdoor campaign. Heavily inspired buy old “soft porn” movies like “The postman always comes twice”. Photography: Andreas Sjödin. Art Directors: Alexander Elers, Patrik Reuterskiöld and me. Copywriters: ...none!

We made this film for Ikano Banks social media channels. The brief was to activate their loans. So we created a concept called "Trial Loans" - mening that we offered a chance to loan something before you actually loaned money to buy the thing. The idea was to offer contextual relevant objects that typically Ikano Banks customers would loan to, like a jacuzzi, a summer house, a 80s Porsche etc. Creatives: Kristin Bergem & Eric Falk. Director: Jonas Helgeson/Thelma & Louis.

Västerbottensost sells cheese. Funny thing is that nobody knows why the cheese tastes the way it does. They have even sent the stuff to NASA to get an answer, but nobody knows. We created an forum for their customers to post their own theories, or almost conspiracy theories - some of them are super crazy and out there. The content we got was perfect for us, nobody could even try to come up with crazy stuff like that if you tried.

But regarding the origin of the unique taste? We got none the wiser.

Copywriter: Staffan Ryberg. (Staffan was actually my teacher at Berghs and is a hell of a funny dude and copywriter) Art Director: me.

”Life is what happens to you while you’re busy making other plans” is a quote from John Lennon. That pretty much was our creative concept for SPP pension funds. This film was directed by Andreas Nilsson (if you haven’t heard is old band Silverbullit you’re in for a treat) just before he got famous with some old karate movie star doing a split on two trucks.

Copywriter: Björn Schumacher. Art Director: Me.

We wanted to portray the kind of crazy feverish dreams you sometimes have. “Dreams are fun to have, but don't depend on the bank to solve them. A bank is only a bank”.

Oska Bård did an amazing job on directing these ads. And we also won some Midas/NY Festivals awards for these ones (actually all metrics and goals for the campaign were checked as well).

Copywriter: Kristin Bergem. Art Director: me. Director: Oskar Bård/Hobby Film Photography: Alexander Crispin

Four films from Swedens most well known and long-running advertising concept. I have worked on a total of 30 TVC’s, writing the scripts. A good school to learn how to write scripts since this was one of my first jobs.