Over the past year, Italian luxury outerwear brand Moncler’s Genius Project has tapped into some of the fashion industry’s most brilliant and innovative minds. It only makes sense that its campaigns reflect talent of the same calibre. Cue Will Smith, two-time Academy Award nominee and Grammy winner and the face of some of the biggest blockbusters of our time.

moncler genius

Smith stars in the very first fashion campaign of his illustrious career, lensed by British fashion photographer, Tim Walker. Titled ‘Genius is Born Crazy’, the campaign celebrates the evolution of Moncler –from revolutionary performance gear to a staple of busy metropolitan life – as well as the brilliance and uniqueness of extraordinary human minds. Smith joins the likes of Richard Quinn, Craig Green, Pierpaolo Piccioli and Simone Rocha; and though not a designer himself, the campaign is an intimate look at creativity in its various forms. Check out BTS shots from the campaign above for a little sneak peek at what’s to come.