Project overview
#MONDOGENIUS was a multi-city interactive livestream experience showcasing 11 Moncler designers across five global locations. Blending fashion, culture, performance and digital innovation, the experience invited audiences into Moncler’s world in real time, redefining how luxury brands show up in digital spaces and reaching over 300 million people in the process.
My role
Creative Lead: Narrative, Concept & Experience Direction
I steered the overarching narrative and creative vision, guiding multidisciplinary teams across concept development and production.
I steered the overarching narrative and creative vision, guiding multidisciplinary teams across concept development and production.
Responsibilities
Strategy
Developed the narrative framework tying 11 designers and five cities into one coherent story.
Defined storytelling principles, thematic pillars and tonal direction.
Ensured the experience aligned with Moncler’s brand evolution and cultural ambitions.
Creative Direction
Led concept development for livestream flow, interaction moments and experience structure.
Collaborated with directors, designers, writers and technologists to shape the creative output.
Provided direction across visual language, scripts, transitions and audience engagement moments.
Production Direction
Guided production teams to maintain creative integrity across all cities.
Participated in run-throughs, reviews and alignment sessions throughout the process.
Ensured seamless integration between performance, technology and storytelling.
Impact
Reached an audience of 300 million people worldwide
Delivered a globally acclaimed fashion-meets-culture experience across multiple time zones.
Delivered a globally acclaimed fashion-meets-culture experience across multiple time zones.
Strengthened Moncler’s position as an innovator in digital luxury experiences.
Unified creative output across diverse teams, countries and disciplines.
Awards
Clio Awards — Silver (Fashion & Beauty Marketing)
Lovie Awards — Gold, Silver & People’s Lovie
BIMA Awards — Best Use of Digital/Tech in Events
Eventex Awards — Gold, Silver & Bronze
