BTS - Lilou Ruel x Salomon
Bringing the art of parkour to the streets of Paris Fashion Week — a fast-turnaround social campaign fusing Lilou Ruel’s raw talent with Salomon’s brand vision.
Context and Brief
This project was a collaboration between freerunner Lilou Ruel and Salomon during Paris Fashion Week.
The objective: create a hero Reel, photos, and stories throughout the week capturing Lilou’s unique perspective, blending the art of parkour and movement with the vibrant energy of Paris Fashion Week.
The content needed to fuse Lilou’s raw athleticism and cutting-edge style with iconic Paris locations, Salomon’s showroom, and the wider fashion community.
The challenge was threefold:
Reflect Lilou’s identity and movement style.
Stay true to Salomon’s brand codes and Fashion Week presence.
Create content designed for fast, engaging, social-first formats.
Working with Athletes
Filming with professional athletes is different from working with traditional talent. They are not just performers, they are experts in their discipline, with years of experience shaping their technique and style.
Listen to the athlete: They know their sport better than anyone. A trail runner knows their stride, a surfer their timing. Reviewing shots together ensures authenticity and makes the athlete feel part of the process, rather than just a subject in front of the lens. Their input is extremely valuable and mandatory.
Respect their time: Elite athletes rarely have hours to spend on set. You might only have a handful of minutes to capture the right shot. That’s why preparation is critical: clear shot lists, quick setups, and being fully present in the moment. There is no room for endless repositioning, you have to get it right, right away.
48h Delivery
In social media, timing is everything. A video posted a week after an event has already lost its relevance. That’s why we delivered the final edit within 48 hours, despite multiple iterations and approvals.
The final Reel with Lilou was published on Salomon’s channel as a collab post with Lilou just two days after the event, ensuring the content stayed fresh, timely, and part of the ongoing conversation.
This fast turnaround is part of my process so brands can communicate when it matters most.
Outcome & Numbers
Hero Reel delivered and published within 48 hours, published in collaboration with Salomon and Lilou.
Additional content (stories throughout the week, photos) extended reach and gave the campaign multiple touchpoints.
Engagement driven by authenticity: the video felt true to Lilou while amplifying Salomon’s presence at Paris Fashion Week.
Some numbers (as of august 2025):
830k+ views
20k+ likes
200+ comments