Role: Art Director & Graphic/Digital Designer
—
Art Direction: André Porto Alegre, Ally Fukumotho
Graphic & Digital Design: André Porto Alegre
Photography: Ivan Erick
Film: Lucas Signoretti
Executive Production: Francine Steiner, Beatriz Liet
Production Agency: Differ
Styling: Ana Wainer
Styling Organizer: Cris Carvalho
Beauty: Ziel Moura
Characters: Giovanna Grigio, Clara Garcia, Sidoka
━ let them talk ━ let them talk ━ let them talk ━ let them talk ━ let them talk ━ let them talk
━ let them talk ━ let them talk ━ let them talk ━ let them talk ━ let them talk ━ let them talk
Manifesto “Deixa Falar” Campaign
In order to connect with a younger generation and the streetwear culture, FILA launched its second drop of its lifestyle campaign for 2022 called “Deixa Falar”. The art direction and concept incorporate an aesthetic full of personality and urban authenticity, with a manifesto that reverberates in the streets, a place where it represents freedom of expression, body and creativity. The campaign stars important personalities linked to the new generations, such as actress and FILA ambassador Giovanna Grigio, influencer Clara Garcia and trapper Sidoka.
Art Direction
The message of the campaign was to reinforce how people can express themselves throughout different artistic aspects. Therefore, the characters of these campaign express themselves trough music, dance and acting. Sidoka is a hit among the Gen Z funk/trapper listeners. He was one of the most streamed musicians in 2022. Clara Garcia is one of the most important TikTokers in Brazil, due to her dancing abilities. She became well know due to her choreography and dance videos on the platform. Giovanna Grigio, an actress who has been part of a lot of TV Shows in Brazil and in Latin America. She got one of the leading roles in the Netflix revival of the infamous show “Rebelde”. Moreover, she was name FILA ambassador in 2022. In order to connect with the characthers the set design and direction had elements from vintage speakers to mirrors as a way to reinforce an Y2K aesthetic that is will well known among the Gen Z.
Visual Identity
FILA is known for it's grids and consistency in the use of the Helvetica typeface. In addition to that, applying the logo FILA LINEAR and the QR CODE linking to the landing page of the campaign is a must. We developed a few options in terms of color based on the palette of the products. In terms of visual elements, we created tennis balls made of the Float technology in order to reinforce this concept and illustrate in a visual way attributes of the product.
━ #youfeatfila ━ #youfeatfila ━ #youfeatfila ━ #youfeatfila ━ #youfeatfila ━ #youfeatfila ━ #youfeatfila ━ #youfeatfila ━
━ #youfeatfila ━ #youfeatfila ━ #youfeatfila ━ #youfeatfila ━ #youfeatfila ━ #youfeatfila ━ #youfeatfila ━ #youfeatfila ━
“Deixa Falar” Soundtrack FILA X Rap Box Collab
In order to promote a new artist to be featured in the campaign, FILA partnered with Rap Box, one of the biggest rap channels on YouTube, and created the #YouFeatFila challenge. The winner of this challenge would have its song featured as the main beat of the campaign. This action took TikTok and Instagram by storm and included the participation of rapper Xamã, who promoted exclusive monitoring with the winner before the official recording of the beat. Independent musicians from all over Brazil sent videos singing their own songs. In the end Ross was the winner of the #youfeatfila challenge. We also recored the music video the Rap Box Studios and had a shooting with the artists.
Art Direction
The message of the campaign was to reinforce how people can express themselves throughout different artistic aspects. Music has a huge part in our cultural behavior. This shooting had the goal to capture an independent artist recording its first single in a music studio. The colors were from the classic FILA DNA: blue and red. The clothing pieces we used also had a nice contrast with the backgorunds.
