Hugo Boss has cast actor Chris Hemsworth as the face of its Boss Bottled fragrance campaign, Man of Today, starring in a series of imagery shot by Nathaniel Goldberg and a short film directed by The Neon Demon-director Nicolas Winding Refn.

Debuted in 2014 with the aim of encouraging a global conversation about what masculinity means in today’s world, the Man of Today campaign has previously been fronted by Ryan Reynolds and Gerard Butler. This year’s campaign furthers this dialogue, questioning ideas of integrity and life values.

While used to saving the world in his role as alpha-god Thor in the Marvel blockbuster, Hugo Boss’ initiative celebrates Hemsworth’s values as a family man and master of his craft. “I think being a Man of Today is all about acting with integrity, warmth, honesty and appreciation for those in your community,” the actor exclusively tells us. “It is about being someone who lives by the  idea that actions speak louder than words. A Man of Today is compassionate as well as passionate, he is ambitious and chases his dreams.”

“A luxury for me is having creative freedom,” Hemsworth says, explaining what luxury means to him. “As an actor, I am able to make choices that really challenge me and allow me to move forward professionally. I also see my family as a luxury, as I’m lucky enough to have a beautiful wife and three kids who are all loving and supportive.”

Born in Melbourne, Australia, Hemsworth’s breakout role as George Kirk in the Star Trek reboot propelled him into the spotlight before carving his place as one of Hollywood’s leading men through iconic roles roles such as Thor and playboy Formula One racer James Hunt in the adrenaline-pumping 2013 film, Rush. This dynamic approach to his career was attractive to Hugo Boss in selection of their new ambassador, echoing chief executive Mark Langer’s vision for the brand, balancing the brand’s classic heritage with a rebooted urban sensibility.

Boss Bottled is available now at www.houseoffraser.co.uk.