MONCLER RE/ICONS
BILLBOARD
Moncler revisits its Karakorum coat with Re/Icons and calls on Superbien to sublimate the brand's alpine heritage in the heart of Milan.
(About the project)
Launched in 2022, Moncler's Re/Icons initiative reinvents an iconic model every year. In 2023, the Karakorum was revisited in three variations. To illustrate this approach in Milan, Moncler entrusted Superbien with a creation paying tribute to the brand's mountain heritage.
Superbien symbolically transports the Karakorum mountains to the city with an immersive and elegant visual device celebrating Moncler's DNA.
(Creative response)
Drawing on the codes of outdoor and haute couture, Superbien imagines a digital staging of the Karakorum. The billboard designed for Milan projects the mountain's lines and volumes into the city, embodying Moncler's creative power through a visual tribute to its heritage.
The immersive billboard reinforces Moncler's urban visibility and promotes the excellence of its know-how through the Re/Icons experience.
(Result & Impact)
This spectacular advertising campaign in the heart of Milan is part of a powerful brand strategy based on the Moncler heritage. The campaign enables the House to reach an international urban audience and showcase its technical and stylistic expertise with a highly attractive installation.
Credits
& Team
Meet the talented individuals who brought this vision to life, each contributing their expertise and passion to make it all happen.
- Client Moncler
- Creative Direction SUPERBIEN
- Calibration Centreville
- Filming The Box Film
- Film-Maker Jeff Descoubes
- Production Manager Carol Gobillot
- Executive Producer Marie Scrignac
- Lead Motion Designer Jean Pierre Sastre
-
Motion Designers
Pierre Magnol
Martin Bouffange
Antoine Rault