Photo: Courtesy

Italian outerwear fashion brand Moncler has just launched their “Genius is Born Crazy” campaign. Making his fashion campaign debut, global superstar Will Smith fronts the new campaign, lensed by legendary photographer Tim Walker, known for his surrealist take on fashion photography.

An actor, producer, musician and now possibly model after taking over his two kids, Smith brings an outsized imagination and dedication to creativity through his craft, making him the perfect choice for Moncler. In what seems to be first exclusive released shots, we see Smith in Moncler’s iconic puffer jacket in striking red paired with reflective silver trousers for a futuristic effect, while being levitated above ground (giving us some Genie vibes from his highly successful Aladdin movie).

Related article: These Moncler x Pierpaolo Piccioli Puffer Gowns Are All We Want

Always at the forefront of creative ingenuity with their imaginative designs, Moncler’s new campaign is a celebration of all the qualities that make a genius. The campaign highlights the tensions and complexities within the mind of a genius, pushing beyond the scope and imagery of communication, making this more than just another fashion campaign but a message.

Click through the gallery below to check out some behind the scenes shots of his campaign shoot.

Related article: Moncler Genius Taps New Designers For Fall/Winter 2019