Created by MOX, the film explores creative chaos for Salomon’s XT-Whisper
To launch Salomon‘s XT-Whisper, MOX, teamed up with Belgian-Moroccan musician Dina Ayada to explore what happens when offbeat design meets untamed energy. MOX aimed to introduce Salomon‘s next breakthrough silhouette, not by going louder but by leaning into the unique design language that makes it stand apart. Briefed to build a creative world around Dina Ayada, they crafted a campaign that connects to her music and movement while staying true to Salomon‘s personality and edge.
The campaign was inspired by the butterfly effect, using Dina‘s Creative process as the jump off. Setting the piece to an original track from Dina Ayada reinforces the shoe’s raw, offbeat, and slightly absurd identity. Sitting in a surreal ‘Whisper University’, each scene becomes a chain reaction, a glitch, a gesture, a freestyle moment flips the space into something unexpected. The audience can follow Dina’s transition from a reflective waiting room to a performance-heavy lecture hall, where she presents a creative “thesis” through movement and sound. The two distinctive spaces are symbolic of Dina’s artistic evolution. Showing how creativity moves. From chaos comes rhythm. From small sparks come big echoes. At the centre of it all is the XT-Whisper, the catalyst that cracks reality open.
“The moment we spoke to Dina Ayada it was obvious this couldn’t be a traditional campaign. Her world is chaotic, instinctive and full of unexpected turns, which felt like the perfect match for the spirit of Salomon. Instead of forcing a narrative onto her, we built the whole piece around her energy, her influences and the way she creates. The result feels a bit strange, a bit electric and completely true to both Dina and the XT-Whisper.”Matt Bolton, Creative Director
Visible since the end of January, the campaign positions Salomon‘s XT-Whisper as a staple for a generation that embraces individuality and resists traditional constraints. “Working with Salomon feels natural to me. We both believe in pushing limits, trusting your voice, and showing up exactly as you are. The XT-Whisper is all about expression and that’s what my music is too. I love wearing the brand, the shoes, but I also love what it represents, a new generation that’s not afraid to be loud in its own way,” Dina said. “As someone who grew up between cultures and learned to embrace every part of my identity, that message resonates with me. My audience are my stars, and I want them to feel seen, empowered, and inspired through this collaboration.”
