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Popular actor, Will Smith has been tapped as the face of Italian fashion and lifestyle company, Moncler‘s in their new Genius is Born Crazy campaign.

will smithThe new campaign, shot by photographer Tim Walker, celebrates the “ability to envision things that are invisible to others and at first appear crazy”, a statement which Will definitely embodies.

Smith is billed to appear in several videos, the first of which is called “Levitating,” on the brand’s Instagram.

Speaking to WWD, the chief executive officer of Moncler; Remo Ruffini said,

“I believe in the power of crazy, and I always give a chance to a crazy dream. The magic often happens somewhere beyond the ordinary, in the exploration of new horizons that only a few see before others follow. Long live the craziest intuitions when rigor and dedication are there to make them happen.”

will smith

Will Smith also took to his Instagram to announce his first ever fashion campaign in his very full career as an actor saying:

“When I got the call from @Moncler that they wanted me to be THE FACE of a FASHION campaign I was like… “These jokaz must be CRAZY.” I’ve always dug their gear. So I listened to their ideas. Then I was like… “That might be GENIUS.” I started pondering the Relationship between Crazy & Genius and I got more & more intrigued. Real Dreamers ALWAYS get called Crazy! I started to wonder… “Are Geniuses born Crazy?! Or can we all get some? 🙂 #GENIUSISBORNCRAZY

Watch video teaser below

By Sarah Oyedo

Read also: Will Smith & His Wife, Jada Pinkett Launch Multimedia Company

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