MONCLER

Moncler wanted to connect with younger creatives through the Genius collaboration with Alicia Keys, but without it feeling like a brand speaking at them.

We launched the Future Academy - Built as an internship-style programme with workshops and mentorship from creatives like Gabriel Moses, it acted as a content campaign, with mentees producing lo-fi social, editorial features, and a polished hero film, telling a story of collaborative creativity and showcasing the collection through a Gen Z POV.

I led the creative direction of the programme, shaping it as a content system and working closely with editorial, writers and social teams

I was also working directly with participants throughout — mentoring them, giving feedback, and guiding their work.