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.