Millet wanted to craft a fully integrated 360° campaign to captivate an urban audience of mountain enthusiasts and inspire them to try ski touring for the very first time, while reinforcing the brand platform “For the Unknown.”

The campaign is an opportunity for Millet to open up ski touring to a broader urban audience by leveraging the cultural trend of documenting “first experiences.” It allowed the brand to position itself as both approachable and expert, showing its products as enablers of discovery while reinforcing its authenticity and values.

We created “My First Ski Summit”, following Barthelemy Fendt, a curious beginner, guided by a mountain expert, Aurélia Lanöe. Through a YouTube documentary, social capsules, product content and a podcast. The campaign blended inspiring storytelling with product demonstration, positioning Millet as the trusted companion for first mountain adventures.