“Winning Moments” for X-Bionic
As an official partner of Swiss-Ski, X-Bionic equipped the Olympic Team with a specialized base layer for the Milano Cortina Games in February 2026. The mission was as clear as winning gold in the Italian Alps: leverage the momentum of the Olympics to promote the new collection.
The Hook: We positioned the iconic red-and-black tie-dye base layer as the ultimate fan shirt. The campaign follows a group of fans experiencing the "winning spirit" - not just as supporters of the Swiss team, but as athletes themselves on and off the slopes, wearing the exact same gear as their idols.
This digital-first campaign features a social-media focus with four episodes released in sync with the Olympic schedule. Check back here for all campaign assets once the full series is live.
Episode 1: Broken Broadcast
A broken broadcast after an epic session on the slopes. A group of Swiss-Ski fans is ready to watch their idols take the gold. Only problem: The broadcast fucks up. Will they manage to catch the winning moment on another screen?
Episode 2: Friendly Competition
Inspired by the Swiss-Ski team, the group of friends gets competitive themselves. After seeing the pros racing against each other, they launch their own race. Who will win?
Episode 3: Pain & Peace
A painfully early start for the group. But the quiet triumph of arriving first makes every lost hour of sleep worth it.
Episode 4: Fueling
After giving their all on the slopes, the friends need to refuel. As it turns out, recovery is part of the training, too. It feels like winning all over again - this time in their special Swiss-Ski base layers, conquering a different kind of terrain.
Credits
My role: Concept, Copywriting, Campaign Lead
Copywriter: Mike Stuart
Art Director: Deborah Stoleru, Tristan Paviot
Social Media Manager: Fleur Droog
Head of Marketing: Peter Jaray
Production & Co-Concept: Tasty Pictures
DoP & Director: Sean Fee
Photographer: Giosch Netzer
Production Assistant: Camillo Romer
Producer: Giosch Netzer, Riana Dähler