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The challenge
For the French premiere of its skate film PRECIOUS, Carhartt WIP challenged SAUVAGE111MEDIA® to create a bold outdoor campaign across multiple French cities. Directed by Paris-based filmmaker Joaquim Bayle, PRECIOUS explores the emotional and poetic dimensions of skateboarding through the lens of American skate culture
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our solution
Guerrilla Cinema Meets Street Culture
We designed a multi-city wild posting campaign that mirrored the film's aesthetic raw, poetic, and unapologetically street. The strategy was built on three core pillars
Cultural Cartography
Visual Authenticity
End-to-End Execution
Real-world
results
22
strategic sites secured across Paris, Lyon, and Marseille
+950K
impressions generated among skate and streetwear communities
By combining geographic precision with cultural authenticity, we helped Carhartt WIP transform PRECIOUS from a film premiere into a street culture moment. The campaign successfully connected the brand's workwear heritage with France's thriving skate scene, reinforcing Carhartt WIP's position as a brand that doesn't just sponsor culture, it lives within it. The wild posting strategy honored the film's poetic vision while creating tangible presence in the exact urban territories where Carhartt WIP's community gathers, skates, and creates.
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Carhartt
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another one
Salomon
