Reinventing winter style to capture the cheeky elegance of Megève.

For its 2026/27 winter campaign, Megève wanted to increase its visibility without falling into alpine luxury clichés. We co-created and produced five short films where the destination's elegance meets a touch of the unexpected, always with restraint. A campaign designed to convey the Megève state of mind as much as to showcase the mountains.

Megève

2026

Release year

Broadcast channels

background

Following a brand film in 2024 and two poster campaigns in 2024 and 2025, Megève wanted to expand its brand identity with a video campaign dedicated to the 2026/27 winter season, running alongside a photo campaign managed directly by the destination.

Objectives

Build awareness around the winter season while asserting Megève’s chic, premium identity without being ostentatious. Showcase winter without reducing the destination to just skiing, making its art of living and commitment to service the true focus.

The idea.

In Megève, even the exceptional feels effortless.

We imagined five scenarios where winter traditions meet high-end service with a touch of the absurd. Snowballs arrive on a silver platter, a waiter returns the sun to a guest, or a simple golf ball becomes a surprise at the table. Each short film pushes a situation a little further than expected, without ever losing the elegance and composure that define Megève.

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Results.

I want that too!

The return Without detours

Working with Black & Wild is always a real pleasure. Beyond the quality of their work, they are responsive, thorough, and proactive; it’s a real peace of mind to entrust them with projects.

Megève

Antoine B.

The genesis.

The trap was obvious: producing yet another mountain film where athletic performance and sweeping landscapes do all the heavy lifting. But Megève doesn’t build its reputation on the technicality of its ski area. Its true character lies elsewhere—in the service, the gastronomy, the shopping, the hospitality, and that very unique way of experiencing winter.

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We needed to express high-end luxury without simply showing it off. We chose a quirky approach: taking improbable situations and treating them with the utmost seriousness. Luxury becomes less demonstrative and more of an inside joke. It’s a way of translating the blend of boldness and elegance that characterizes the destination.

Solutions.

The five short films were written in collaboration with the client, who served as the campaign’s creative director and photographer. Each is based on a simple, visual, and immediately understandable concept, allowing them to work just as well individually as they do as part of the overall campaign. We then handled the production, styling, model rights management, and all post-production.

The shoot had to contend with the constraints of high-altitude production over two days at the end of the season: snow conditions, weather, location access, and crew mobility. We opted for a small, ski-capable team and a streamlined technical setup without compromising on image quality, using a RED Raptor and Angénieux lenses. Natural light was an integral part of our approach to maintain an elegant, bright, and authentic look.