Will Smith Stars in Moncler's "Genius Is Born Crazy" Campaign

Will Smith has been unveiled as the new face of Moncler, leading off its “Genius Is Born Crazy” campaign. The new campaign highlights how geniuses are deemed crazy until the world finally understands their talents. Moncler sees a similar phenomenon in its own history, as it grew from a performance brand for the mountains into a luxury brand worn in the streets.

Smith’s campaign was shot by Tim Walker and will be the first in a series. Following him will be an unnamed “genius juggler extraordinaire” and a “genius in the shadows.”

Watch the brief campaign video below