To mark Wellhub’s arrival in France, Ficus worked alongside WMcCann Brasil and Volken Filmes on the production of a Paris Fashion Week activation built around an unexpected fashion moment. The campaign followed Carine Roitfeld, former editor-in-chief of Vogue Paris and one of the most influential figures in fashion, as she arrived at Victoria Beckham’s show directly from a Pilates class, wearing activewear during one of the most closely watched moments of Paris Fashion Week. After a teaser sparked conversation across social media and French fashion media, the activation was revealed as part of Wellhub’s launch in France, turning the look into a simple statement: Well-being is the new trend. Ficus was responsible for the local photo and video production, capturing the activation across stills and moving image for the campaign’s social and digital rollout.