Salomon Looks to the Future With AI Worldbuilding

White spaces and sci-fi aesthetics abound

“Utopia beats dystopia.” Thanks for the tip, Salomon. Good to know!

The athletic footwear and apparel brand joined with BBDO Paris for a visually striking campaign themed “Shaping New Futures.” Powered by AI, the use of negative space and sudden splashes of color form a stylized word that feels both familiar and alien.

It’s compelling to be sure, infused with an edginess born of flesh and tech that feels distinctively … other.

So, what’s the deal, BBDO?

“It’s about what happens in the creative mind,” says agency CCO/CEO ​Alexander Kalchev. “The exhilaration, the perpetual ebb and flow of ideas and the wonder to shape new realities from nothing.”

The imagery certainly looks cool, at any rate. Particularly the shoe designs from 2112 or whenever.

When those robo-claws come clacking, we’ll appreciate some high-performance sneaks to help us run from our servo overlords.

“The visual form had to reflect an innovative mindset, creating aesthetics that felt different in the outdoor world,” copywriter Benoit Oulhen tells Muse. “AI was more than a convenient production tool. It was a way to expand human imagination and as such it was fully part of the story we wanted to tell.”

“Combined with a strong creative vision, AI was the perfect tool to explore a million possible futures.”

“Salomon has moved from a mountain sport equipment brand into a global outdoor sports culture brand,” says Benoit. “So today’s target is wide, from urbanites to outdoor sports enthusiasts, from cultural innovators to the fashion world. All these people whose creativity moves the world forward.”

He worked with creative director Yassine Ouadah Tsabet and art director Nicolas Denis on the campaign. Production studios Loveboat and Unveil helped bring the vision to life.

As for the pristine Brutalist sidewalks … no littering, people!