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The challenge
For the French premiere of its skate film PRECIOUS, Carhartt WIP challenged SAUVAGE111® 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: We mapped France's most authentic skate territories
Visual Authenticity: Every visual borrowed from the film's cinematic language
End-to-End Execution: We collaborated with local skate shops
Real-world
results
220
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.
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Carhartt
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another one
Salomon
