Will Smith has teamed up with Moncler for his first-ever fashion campaign.
The Independence Day actor has been tapped by executives at the Italian brand to front their Genius Is Born Crazy campaign, and in the first image, shot by photographer Tim Walker, the 50-year-old can be seen levitating in a seated position while wearing a red Moncler down parka, white T-shirt and silver trousers.
“When I got the call from @Moncler that they wanted me to be THE FACE of a FASHION campaign I was like… ‘These jokaz must be CRAZY (sic),'” Will shared on Instagram. “I’ve always dug their gear. So I listened to their ideas. Then I 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? 🙂 #GENIUSISBORNCRAZY (sic).”
The star also shared the campaign image and video on his Instagram account as well as behind-the-scenes footage from the photoshoot, which showed him walking about backstage in a variety of different outfits, joking around with the crew and his daughter Willow Smith, and getting pampered as he sits cross-legged on a high stool, which has been edited out for the finished image.
“I believe in the power of crazy, and I always give a chance to a crazy dream,” said Moncler chief executive officer Remo Ruffini in a statement. “The magic often happens somewhere beyond the ordinary, in the exploration of new horizons that only (a) 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.”
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