An adorable robot searches for adventure. Yes, it’s a metaphor by Orès Collective, cleverly tapping into current “back to nature” trend, while it also promotes the advance features of Decathlon Quechua’s new MH900 hiking boot with a quirky and hugely entertainment story that is nothing like anything in its category.   

The international campaign, Beyond the Tests, stars QUECH-01, a robotic prototype born from a technical glitch at the Sallanches design centre at the foot of Mont Blanc. Driven by a quest for genuine sensations, the robot escapes to test the MH900 in the wild environments for which it was designed. Ultimately 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.

The film blends Artificial Intelligence (AI), live-action footage, and visual effects (VFX), to chronicle the odyssey of the testing robot, questioning the role of technology when faced with real-world experience. An original score and custom sound design by Ghosts Play Music underline the experience. This collaborative effort explored a central question – how to use 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,” stated 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 humour, 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,” added Charles Helderwerdt, marketing director at Quechua.

The campaign launched across Europe and Asia and includes 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.

Credits 
Creative Agency: Orès France 
Co-Founder & CEO: Thomas Bevilacqua 
Executive Creative Director: Sébastien Partika 
Creative Director: Frédéric Echevin 
Art Director: Victorine Ronzon-Jaricot 
Head of Strategic Planning: Déborah Tapia Business 
Client Director: Justine Leleu 
Project Manager: Maud Hamelin 
Motion Designer: Eva Navaux

Production Company: Band Originale 
CEOs: Loïc Parent, Thomas Larocca 
Head of Post-Production: Gilles Langlois 
Producer: Alan Oberli 
Editor: Julien Duval 
Head of AI & VFX: Florian Girardot 
AI & VFX Artists: Théo Constant, Léonard Mugnier-Bajat, Léo Esteller, Mattéo Destot

Sound: Ghosts Play Music 
CEO: Mat Bastard 
Co-Founder: Maxence Collette
 Head of Operations & Artistic Direction: Anthéa Guiost 
Producers: Edouard Minnens, Virgile Guiost

Client: Decathlon Quechua
Marketing Director Quechua – mountain sports: Charles Helderwerdt 
Brand & Campaign Manager Quechua – mountain sports: Aline Caroen 
Global Sports Marketing Leader Decathlon: Arnaud Leroux