Adidas and Moncler’s AI-Driven Campaign Meets NFTs

Adidas Originals and luxury outerwear brand Moncler are set to unveil their latest collaboration, and they’re doing it in style. Their new campaign, “The Art of Explorers,” merges the realms of art and technology by featuring “AI-generated adventurers” alongside mixed media sculptures. This is complemented by an immersive digital experience and a unique collection of NFTs.

Moncler’s innovative approach invited artists from various disciplines to sculpt explorers, drawing their inspiration directly from the collection’s designs. This fresh campaign is a progression from Moncler’s earlier “Art of Genius” show, which was showcased in London in February and gave the world its first glimpse of the Adidas collaboration.

Artists Gary Card, Ibby Njoya, and Kate Tabor have crafted sculptures that are juxtaposed with human models donning pieces from the joint collection. The ambiguity remains whether these models are AI-generated or real individuals. Decrypt reached out to the companies for clarity but awaits a response.

The campaign’s fashion styling, credited to Ai Kamoshita, is further enhanced with makeup and accessories by renowned makeup artist Isamaya Ffrench and hair designs by Shirori Takahashi. The striking images, captured by photographer Hanna Moon, present a blend of real and virtual, reflecting the campaign’s core theme. Gary Card, the sculptor and set designer, aimed to create a figure that, when placed alongside a human model, would present “a distorted mirror version of the Moncler look.”

Isamaya Ffrench emphasized the campaign’s objective to craft avatars that resonate with the collection’s attire. The creative process involved the use of transparent plastic masks, airbrushing techniques, and reflective materials to achieve the desired look.

Shirori Takahashi, focusing on the hair aspect, aimed to bridge the gap between the real and AI worlds through her designs.

The digital experience on Moncler’s website is set against a vibrant city backdrop reminiscent of the “Art of Genius” show. This platform promises an engaging experience with sound, video, and 3D animation elements. It also offers exclusive products available for purchase through digital billboards.

The NFT collection, a highlight of this collaboration, showcases the Moncler x Adidas Originals NMD boot. These NFTs will be accessible via the digital platform and the Adidas Confirmed app.

Moncler’s foray into the Web3 domain in October 2022, marking its 70th anniversary, saw the release of 1,070 NFTs inspired by its iconic Maya jacket. This digital collection, in partnership with the Web3 platform Arianee, showcased artwork by 3D artist Antoni Tudisco.

Moncler’s campaign aligns with its “Art of Genius” show, which celebrated collaborations across various sectors, including fashion, music, and automotive. The list of collaborators is impressive, featuring names like Adidas Originals, Pharrell Williams, Salehe Bembury, Roc Nation, and Mercedes Benz.

Earlier in February, during its London showcase, Moncler and Adidas partnered with Maison Meta and WeSayHi to roll out an AI-driven campaign, spotlighting key pieces from their collaborations.

The tangible Moncler x Adidas Originals collection will be up for grabs on both brands’ websites starting October 4, with select stores stocking them the next day.

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