Visual Content / 3D Billboard

For a true heritage brand like Moncler – the Italian-based French house has been producing stylish and functional outerwear since 1952 – dictating an industry standard once is never enough. Innovation and consistent refining of classics is their modus operandi. So much so that in 2022 Moncler launched the Re/Icons initiative.

Re/Icons is a celebration of Moncler’s past accomplishments and a commitment to continuing the legacy of excellence. Each year, a classic style is reimagined, recreated and re-elevated – bringing the design and the brand itself to ever higher heights. 

In 2023, the Karakorum duvet coat got the Re/Icon treatment with three updated riffs on the original and Moncler tapped Superbien to help celebrate this evolution of an icon in Milan. Exceptionally well-crafted yet uniquely chic, the Karakorum, named for a mountain range in Asia, lent itself seamlessly to a creative play on Moncler’s DNA. 

Moncler was born in the mountains, out of necessity and craftsmanship, but over the last 70 years, has not only remained at the forefront of outerwear but become a cornerstone of modern, urban fashion. Much like climbing taller and taller summits, Moncler is always striving for higher echelons of excellence in these dichotomous realms. 

Superbien took these two threads – rugged outdoor functionality and cosmopolitan style – and brought the Karakorum mountains to the city with a towering, parallaxed billboard in the heart of Milan. Beyond designing the billboard and creating its multi-layered digital and matte-painted visuals, the Superbien team captured the activation via drone and the resulting footage righty crowned Moncler the pinnacle of perpetual imagination and passionate transformation.