Moncler The Art of All
2023
Elastic
Elastic brought me onboard to assist in pitching an ad campaign featuring none other than Jay-Z for Moncler. The ad unfolds in Jay-Z's own voice, weaving an inspiring narrative around his hometown of Brooklyn, particularly the Marcy Projects. The story draws a compelling parallel between climbing out of poverty and scaling some of the highest mountain peaks. Moncler, a high-end luxury brand, focuses on outerwear for those with an adventurous spirit.
Pairing Jigga's heroic mantras with a collage of stunning urban and natural textures, the campaign aimed to capture the essence of both the rugged and refined. Although neither of the directions I pitched secured the project, I take immense pride in how they shaped up.
Direction 01
In direction 01, I experimented with the dynamic contrast of stark black and white imagery, punctuated by a lively pop of yellow typography and graphics. The typography takes on a kinetic energy, evolving alongside Jay-Z's spoken word. Analog animation and editorial techniques were woven in to seamlessly connect words with images, creating a visually engaging experience.
Direction 02
In the second direction, I embraced a broader color palette, experimenting with unexpected combinations of images, textures, and graphics. This approach adds depth and history, elevating the artistic integrity to resonate with both Jay-Z's brand and the Moncler brand. The goal was to create a mood that seamlessly blends the essence of both, bringing a higher-brow touch to the visual narrative.
