School Project – Special Operations and Partnership (2023)
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With this recommendation, I aim to show that nothing is impossible and creativity knows no bounds. Breaking down one’s own limits to reinvent oneself—that’s the essence of Moncler Genius, which pushes the boundaries between art, design, sport, and culture by entrusting its codes to creative geniuses. Together with Adidas, they launched “The Art of Exploration: From the City to the Summit,” blurring the line between mountain and city, outdoor and streetwear. As Einstein said: “Imagination is everything. It is the preview of life’s coming attractions.”
Young adults (digital nomads, 18-30 years old, major cities)
Market research, concept development, storyteller, and lead pitcher during the project presentation to make the core idea engaging and memorable.
Creation of a unique visual experience on the Louvre Pyramid. The pyramid’s triangular shape evokes mountain peaks. The concept is to cover the pyramid with a quilted shell, echoing the iconic coats from the Moncler/Adidas partnership.
Mannequins from “The Art of Exploration” collection will be displayed on the Colonnes de Buren. Mirrors will be placed around each column. As viewers move, their perception of reality will be distorted, immersing them alternately in an urban world and then a mountainous environment. This activation is inspired by Alicja Kwade’s work “The Quantity of a Moment” at the Pompidou, which plays with the distortion of reality.
A Fake Out of Home was created: the down jackets will be hung on hangers outside the Centre Pompidou, forming an installation reminiscent of a cable car leading to the summit.
Every good special campaign involves retail! Adidas stores will be decorated with immersive facades featuring mountain videos to create a winter atmosphere. Inside, window displays will showcase the collection, and winter rooms will be set up, allowing customers to test the down jackets in extreme cold conditions.
• CAMINO TV : A popular media channel on Instagram, YouTube, and Twitch with an audience of 500k followers, mainly young people interested in streetwear, sneakers, outdoor activities, music, and art. As a key player in street culture, this media outlet is broadening its horizons and confirms its relevance for the Adidas x Moncler collaboration.
• AMAZON : To maximize impact, we also chose Amazon Prime, which boasts 150 million subscribers, to boost the visibility of the collaboration.
Race to the Summit, a timed competition featuring three professional parkour athletes running through Paris, passing major campaign landmarks (Louvre, Palais Royal, Pompidou), streamed live on Twitch.
Adventure to the Summit, a web series following the daily lives of three parkour professionals around the world, exploring and adventuring on the highest peaks and monuments. Content will be streamed on Amazon Prime and promoted via Amazon’s and partner influencers’ accounts.
The Art Of Exploration, distributed in Adidas stores, this magazine showcases the best panoramic viewpoints in France. At each high point, an Adidas QR code, scannable only from elevated spots, will direct users to the collaboration’s website and provide clues to discover other points of interest, encouraging further exploration.