Home - T Singapore

Will Smith in Moncler's "Genius is Born Crazy" Campaign

By Patrick Chew

Tim Walker

We're better at criticising. The out-of-the-boxer idealist, the radical visionary, the nonconforming creative are just the very types who are often met with raised eyebrows and folded arms. Look around, and you'll find that there are many who, when observed closely enough, deliberately hold back their genius as they are invariably considered crazy, until such a time when the truth is unravelled. 

Moncler has instead chosen to celebrate the crazy spark of genius, as well as its inner battles, daring spirit, explorative mind, and fearless dedication.

Tim Walker

Shot by Tim Walker, and starring actor, producer and musician, two-time Academy Award nominee and GRAMMYs winner Will Smith, Moncler's "Genius is Born Crazy" campaign puts forth an authentic and powerful message: What may initially be deemed radical or impossible has the potential to become genius.


It is a campaign that is reflective of the Italian fashion house's evolving DNA throughout the years, something that has been thought of as utterly crazy. While sleeping bags and performance skiing gear may have been the inception point in 1952, Moncler has steadily evolved into a global brand, a metropolitan staple.



"I believe in the power of crazy and I always give a chance to a crazy dream. The magic often happens somewhere beyond the ordinary, in the exploration of new horizons that only few see, before others follow," chairman and CEO of Moncler, Remo Ruffini says. "Long live the craziest intuitions when rigour 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."