“Let’s scrap the whole back-to-work vibe”
To support the launch of Decathlon’s new vintage collection at the end of summer — with Disiz, a cross-generational French icon — using only social media and a shoestring budget: challenge accepted.
The challenge:
Decathlon is a sports brand — for all sports and all athletes. But until now, they’ve never truly stepped into the fashion game. This time, they're launching a new collection — tracksuit, sneakers, accessories — and they've already chosen their muse: Disiz.
Strategically, the goal is clear: capitalize on the back-to-school season and on the image of Disiz — both a family man and a cross-generational street cultural icon.
The creative idea:
Back-to-school? Not quite yet.
Disiz shows us another way: the art of stretching out summer, dodging responsibility, and staying just a little longer in that sun-soaked bubble.
To launch Decathlon’s first fashion-forward collection, we shot a series of 15” & 30” films where Disiz presses pause. A few more hours by the sea. A beach day with his daughter. A pétanque match with friends. No pressure, just presence, cutting off everything and everyone wanting him to end his summer
Shot in Marseille — where street culture meets Mediterranean calm — this campaign captures that fleeting feeling we all chase: when summer feels like it could last forever.
The work
Why I think it’s cool
The first time a brand has trusted me to do the CR, be on the shoot and talk to the director and producution before, during and after production.
A great first experience as a creative.