Marketing Moves of the Week: Longchamp, Disney, Chanel, SKIMS, The North Face, Apple
What it is
Longchamp released Paris Vertigo, a cinematic brand film created by Obsidian that reimagines Paris through a fully AI-generated world. Horses charge across rooftops, greenery overtakes architecture, and the city becomes a living system shaped by motion. Built as a brand manifesto, the film blends generative tools with close human supervision to preserve emotional depth and cinematic realism, all anchored around Longchamp’s longstanding symbol of freedom and movement.
Why it is good
AI is often used to chase novelty or scale. This film uses it to deepen atmosphere. What makes Paris Vertigo compelling is not that it is fully AI-generated, but that the technology stays in service of a clearly defined emotional idea. The horse is the narrative engine, reshaping the city in a way that feels intentional. The production shows that AI can expand visual language without flattening brand meaning, provided the creative direction remains disciplined.
What it is
Disney installed a large-scale water-filled 4D billboard on Hollywood Boulevard to promote season two of Percy Jackson and the Olympians. The installation uses real water effects and depth to simulate waves crashing through the screen, turning the billboard into a physical spectacle that stops passersby in their tracks.
@briangastelum A billboard that throws out water????! Whaaat!!! #percyjackson #fy #disneyplus #hollywood #losangeles
Why it is good
The strength of this execution lies in how it treats the environment as part of the story. Water is a core narrative element of the Percy Jackson universe, and here it becomes something people can see, hear, and feel nearby. That sensory overlap creates instant memorability and social sharing without needing explanation. For brands, this is a reminder that outdoor media becomes exponentially more effective when it engages more than sight. Texture, movement, and sound can turn a placement into a moment rather than an impression.
What it is
Chanel staged its Métiers d’Art 2026 show inside New York’s abandoned Bowery subway station, transforming an everyday piece of infrastructure into the setting for one of fashion’s most important annual collections. Models exited subway cars onto the platform, blending the rituals of commuting with couture craftsmanship.
Why it is good
What stands out is not the scale of the production, but the choice of location. Chanel did not invent a fantasy world. It recontextualized a familiar one. By placing extraordinary craftsmanship in a space associated with routine and movement, the brand made its clothing feel more lived-in and emotionally accessible without lowering its prestige. The contrast does the work. For marketers, this is a lesson in environmental storytelling. Using existing spaces in unexpected ways can feel more powerful than building something new, because the audience already brings meaning into the room.
@voguemagazine #Chanel comes to New York! Simply put, we’ve never seen the subway this chic or this clean.
What it is
SKIMS and The North Face launched their second collaboration, expanding into a full winter capsule that blends performance outerwear with SKIMS’ signature sculpted fit. The collection spans adults and kids, features muted neutral tones, and is supported by campaign imagery shot in the Chilean mountains. The drop followed the near-instant sellout of the duo’s first collaboration.
Why it is good
This partnership works because it is rooted in complementary strengths. The North Face brings credibility in extreme conditions. SKIMS brings an obsession with fit and form. Neither brand tries to dilute the other. Instead, the collection reframes winter wear as something that can be both functional and refined. The move into kidswear also signals confidence, extending the collaboration from hype into lifestyle. Collaborations scale when they move beyond the initial drop mindset and start behaving like product ecosystems.
@skims The North Face x SKIMS is back for another run. Shop new winter essentials for peak performance.
What it is
Apple released a global short film highlighting disabled college students using accessibility features across the Apple ecosystem. Directed by Kim Gehrig, the musical-led film shows how tools like VoiceOver, Live Captions, Braille Access, and Magnifier are embedded into everyday campus life, from studying to socializing.
Why it is good
Apple does not frame accessibility as charity or inspiration. It presents it as infrastructure. By focusing on how features integrate seamlessly into real routines, the film avoids sentimentality and centers autonomy instead. The musical format reinforces joy and community rather than exceptionality, which aligns with Apple’s long-standing position that accessibility should be built-in, not bolted on. For brands, this is a reminder that inclusive marketing is strongest when it reflects real usage rather than symbolic gestures. Representation lands when it shows people living, not overcoming.
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