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We handled the production, photography, and art direction for the Bel-Air Athletics campaign. After starring in Moncler’s Genius is Born Crazy campaign and partnering with Onitsuka Tiger for social media projects, Will Smith continues to expand his fashion repertoire. The award-winning entertainer introduces the latest installment of his Fresh Prince clothing line, dubbed the Bel-Air Athletics collection, infused with references to the iconic Fresh Prince.
The campaign referenced nostalgic graphics with contemporary streetwear aesthetics.