Decathlon Quechua
Decathlon unveils 'Beyond the Tests', an international campaign that pushes the boundaries of traditional production.
Band Originale
Digital Prod
Ghosts Play Music
Ores Group
Context
How to launch the MH900, Decathlon's most technical hiking shoe, through an international campaign capable of capturing the duality between robotics and nature, while pushing the limits of traditional production?
Challenge
To capture this duality between robotics and nature, we orchestrated a sophisticated hybrid production. Orès Collective led the live-action shooting as well as 3D and VFX production, while AIgorithm developed the AI-generated sequences (AIGC) and ensured their seamless integration into the narrative.
Solution
1 Hybrid production live-action + 3D/VFX + AI
Orchestration of a sophisticated production combining real footage, 3D, VFX (Orès Collective), and AIGC sequences (AIgorithm) to embody the robotic/nature duality of the MH900.
2 AI post-production & narrative integration
Seamless development and integration of AI-generated sequences into the brand movie to ensure visual and narrative continuity with the live-action shots.
3 AIGC Brand guidelines & templates
Creation of scalable AIGC illustrations and templates to ensure campaign consistency across all international touchpoints.
4 Music production & AI social content
Custom music production and variations of AI-generated social media content to amplify the campaign across networks on an international scale.
