Actor, producer, musician and Genie Will Smith has his fingers in many pies, and now the all-rounder has appeared in his first-ever fashion campaign emerging as the face of Moncler “Genius is Born Crazy,” which is described as a visual study on the notions of genius.
The Academy Award-nominee and Grammy Award-winning musician would have been offered stacks of fashion shoots throughout his career, so it’s interesting to see Moncler selected as his first.
The “Genius is Born Crazy” campaign is shot by Tim Walker with Moncler looking to send an authentic and powerful message that captures the drive, will, wit and uniqueness of truly inventive minds, celebrating unbridled virtuosity.
The campaign aims to highlight the tensions and complexities within the mind of a genius, pushing beyond the scope and imagery of communication. Smith is said to appear brilliantly spare and energetic in images portraying a genius at work.
Moncler believes there is a crazy streak in its DNA, which has been a constant source of creativity throughout the years. Moncler began with sleeping bags and performance skiing gear in 1952 before evolving into a global brand and a premium name among sport and streetwear.
It is this hint of craziness that took Moncler from performance to luxury, from mountain to city, from local to global while ceaselessly taking new shapes.