Extraordinary gifts are the hallmark of creative genius. The same is true of the ability to imagine what no one else can see, and the great energy required to bring ideas to life. Creative genius is often akin to madness, until time proves it right and it gains recognition.
With its “Genius is Born Crazy” campaign, featuring photographer Tim Walker and actor Will Smith, Moncler celebrates the “spark of genius”, as well as the inner struggles, daring, adventurous spirit and passion that accompany it. Through this campaign, Moncler analyzes the notion of genius and launches a powerful, authentic message that perfectly captures the impulse, determination and singularity of creative minds, a celebration of unbridled virtuosity. Sober yet energetic images show genius at work.
It’s a face without artifice that Will Smith shows. A versatile actor, producer and musician, two-time Oscar nominee and Grammy Award winner, Will lets his vivid imagination and creative passion shine through. ” Genius is born crazy” marks the first fashion collaboration in the artist’s career, during which he has dabbled in film, television and music with multi-platinum records.
What may seem radical or impossible at first glance actually has the potential to become genius. There’s an element of madness in Moncler’s DNA, and therefore a special link with genius. Sleeping bags and high-performance ski equipment were Moncler’s starting point in 1952, but the brand gradually gained worldwide recognition to become a staple of urban fashion. Obeying its grain of folly, Moncler has moved from technical performance to fashion, from the mountains to the city, from the local to the global, constantly assuming new forms.
The “Genius is Born Crazy” campaign highlights the tensions and complexity that drive creative genius, going beyond the scope and imagination of advertising. The strength of the Moncler brand lies in its capacity for incessant evolution, in its desire to surpass the limits of the ordinary.
Genius is the art of becoming, not a state, not a victory, not a declaration. One is not born a genius: to become one, to realize one’s potential, one must arm oneself with passion and perseverance… as crazy as that may sound.
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