Will Smith levitates into the world of Moncler embodying the spirit of Genius for the Moncler Fall 2019 campaign.
We call people Genius when they demonstrate skills and manifest ideas which feel unimaginable. As part of an ongoing pursuit, Moncler explores the many sides of Crazy Genius with an individual whose creativity has inspired the world. The vision to see what is invisible to others. Empowered by the simple notion that thoughts create reality, the mind of a Genius has its head in the future and feet off the ground. In this space, where inspiration can be turned on like a switch, we are able to spark the instant that possibilities are unlimited, creativity is unparalleled, and imagination thrives in the unknown.
Shot by Tim Walker, the new Moncler Fall 2019 campaign highlights how geniuses are deemed crazy until the world finally understands their talents. Moncler sees a similar phenomenon in its own history, as it grew from a performance brand for the mountains into a luxury brand worn in the streets.
Remo Ruffini, chairman and CEO of Moncler, said the following about the campaign: “I believe in the power of crazy and I always give a chance to a crazy dream. The magic often happens somewhere beyond the ordinary, in the exploration of new horizons that only few see, before others follow. Long live the craziest intuitions when rigor and dedication are there to make them happen. It’s an honour to have Will Smith, in his first advertising fashion campaign, embracing our ‘crazy’ idea to celebrate the genius hidden within everyone.”