I believe in the power of crazy. The magic often happens somewhere beyond the ordinary in the exploration of new horizons that only few see… before others follow.
Remo Ruffini, CEO Moncler
Moncler has unveiled the new face and campaign for GENIUS IS BORN CRAZY. From West Philadelphia born and raised… Mr. Will Smith.
The vision to see what’s impossible to others. Those transforming fits of wondrous, creative, often-times transcendent madness into a glorious, tangible reality.
As is posited by the absolute geniuses at Moncler, whose sequentially released Genius Series continues to foster creative diversity through each of its unique artist helmed capsules and thoughtfully produced art campaigns.
The brand’s latest vision? An exploration of that crazy spark of genius (in point) made magically manifest via yet another conduit of cool, Will Smith.
Mid levitation, no less.
Shot by Tim Walker, the dynamic campaign examines the multifaceted notion of genius, celebrating the drive, will wit and uniqueness of truly inventive minds.
A multi-threat creative, GENIUS IS BORN CRAZY marks the very first fashion campaign for Smith; a creative partnership ensuing new and unprecedented levels of imagination, aesthetic exploration and, of course, crazy.
Of the news Will shared via instagram, “When I got the call from Moncler that they wanted me to be THE FACE of a FASHION campaign I was like… ‘These jokaz (sic.) must be CRAZY’. I’ve always dug their gear. So I listened to their ideas [and] was like… ‘That might be GENIUS.'”
“I started pondering the Relationship between Crazy & Genius and I got more & more intrigued. Real Dreamers ALWAYS get called Crazy! I started to wonder… ‘Are Geniuses born Crazy?! Or can we all get some?'”
Echoing his sentiments, CEO of Moncler and fellow genius Remo Ruffini added, “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 rigour 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.”
Check out the first BTS edit below: