In its latest campaign signed by Orès Collective, Decathlon Quechua invites audiences to discover the “almost true” story of a robot in search of adventure. To launch the MH900, its most technical hiking boot to date, the brand unveils «Beyond the Tests,» an international campaign that pushes the boundaries of traditional production.
Built on a hybrid production model blending Artificial Intelligence (AI), live-action footage, and visual effects (VFX), the film chronicles the odyssey of a testing robot, questioning the role of technology when faced with real-world experience.
Based on an original concept by ORÈS France, the film stars QUECH-01, a robotic prototype born from a technical glitch at the Sallanches design center at the foot of Mont Blanc. Driven by a quest for authentic sensations, the robot escapes to test the MH900 in the wild environments for which it was designed.
However, the narrative subverts typical technological tropes: while the robot embodies precision and data, the conclusion reminds us that at Quechua, the human remains the ultimate judge. It is the brand’s testers and engineers who, through their sensory experience in the field, validate every innovation.
To translate this duality between robotics and nature, the production relies on a hybrid setup orchestrated by Orès Collective and its AI department. The production oversaw the live-action shoots as well as the 3D and VFX production, while the group’s AI studio developed the AI-generated sequences and contributed to their integration into the narrative.
This collaborative effort explored a central question: how to utilize AI without compromising the aesthetic integrity of reality. By combining filming, visual effects, and AI generation, the team was able to create scenarios that would be difficult, if not impossible, to capture in real conditions, all while maintaining strong visual consistency.
“Thanks to AI, we are no longer limited by what we can do, but rather by what is truly best for the story” says Sébastien Partika, Creative Director at Orès France. “This innovative directing method and creative process echo the film’s core message: in the end, humans always remain in control.”
“Why feature a robot to talk about hiking? Because behind the unique odyssey of QUECH-01 lies a little-known reality: our identity as obsessive designers. Our teams are driven by a spirit that pushes us to test, sometimes to fail, but always to relentlessly perfect. This campaign for the MH900 celebrates our technical expertise and our characteristic touch of humor, ultimately highlighting what matters most: our engineers’ passion in the field. By reaffirming these standards, we return to Decathlon’s core DNA: offering a product at the peak of technicality with a value-to-price ratio that disrupts the status quo. The mountains belong to everyone, and we are proud to design the products that make them truly accessible.” explains Charles Helderwerdt, Marketing Director at Quechua.
The immersive experience is heightened by an original score and custom sound design by Ghosts Play Music.
Launched across Europe and Asia, the campaign features a 110-second manifesto film, as well as short-form content (30, 15, 10, and 6 seconds) for television and digital platforms. Five key visuals complete the rollout, highlighting the boot’s technical specifications, including its Vibram sole, waterproofing, and breathability.
