Introduction
Salomon’s new global campaign, “Shaping New Futures,” reframes the brand not simply as a maker of mountain equipment but as an active shaper of culture. The message is clear: innovation sits at the centre of both product and identity, and the campaign stakes a stake in style, story and imagination.
Beyond Equipment: Innovation as a Brand Engine
Over recent seasons Salomon has moved from performance-first messaging to a broader cultural play, positioning innovation as an engine for influence across lifestyle and design. The campaign distills that trajectory into a single idea: innovation is more than new materials or tech features. The company’s leadership argues this shift reflects a long-term strategy to lead trends rather than follow them. That means design choices, collaborations and storytelling are treated as strategic product moves. For creative teams, the takeaway is that a product heritage can be reframed as cultural authority by aligning R&D language with distinct visual and editorial identity.
Crafting Vision: AI and the Campaign’s Creative Edge
The creative execution is built around a hero film from Unveil in partnership with BBDO Paris, which blends live-action footage with digitally imagined sequences. AI is used as a compositional tool to fuse perspectives and rework familiar mountain motifs into unexpected compositions. The effect supports the campaign’s thesis: the future is as much imagined as engineered. Rather than replacing craft, the AI elements act as an accelerant for visual idea-making, helping the team prototype surreal references at scale and refine tone across global markets. For designers, the project shows how algorithmic processes can coexist with artisanal filmmaking to produce a cohesive brand narrative.
A Blueprint for Creative Influence
“Shaping New Futures” functions as a short case study in contemporary brand strategy. Salomon demonstrates how a performance heritage can be activated into cultural leadership through deliberate design, strategic storytelling and selective use of AI. For other creative brands aiming to stretch their cultural footprint, the lesson is to treat innovation as a narrative resource: create new visual languages, lean on technology to expand imagination, and stage campaigns that invite audiences to picture futures alongside the brand.
