Salomon - "Welcome Back to Earth"
From the Trails to the Tarmac: Salomon's Journey in Culture and Style
Salomon's trajectory has soared beyond its mountain origins. Today, the brand is not merely synonymous with high-performance outdoor gear; it lives at the vibrant intersection of extreme utility and high fashion, gracing not only the rugged trails and city floors but also the exclusive runways and cultural zeitgeist everywhere.
The Genesis of a Vision: Returning to the Source
This significant project, undertaken in profound collaboration with the visionary teams at FTW Creative and Apix10, represents a deliberate, creative anchor, drawing us back to the very origins of Salomon's visual identity and ethos.
Crafting the Narrative: Blending the Real and the Refined
To honor this brief, the production was split into two essential phases. We began by capturing the majestic reality of the world, shooting extensively on genuinely evocative outdoor locations. This initial work established the raw, visceral energy that defines the Salomon spirit. We then meticulously channeled and transported that energy into the controlled environment of the studio. Here, through careful design, we engineered a harmonious blend: Integrating sweeping natural landscapes, with a rich layer of practical, tactile props and highly crafted CGI elements by Apix10. This campaign is more than a series of visuals; it is a declaration of purpose and an invitation.
To Nature. To Our Own Authentic Self. Welcome Back to Earth.
Citra Pariwara 36 Bronze Award: Photography, Art Direction.