Role: Art Director & Graphic/Digital Designer
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Art Direction: André Porto Alegre, Ally Fukumotho
Graphic & Digital Design: André Porto Alegre
Photography: Bruna Castanheira
Photography Assistance: Beatriz Onofre, Rodrigo Oliveira, Luiz Fernando Bentes e Stefany Villar
Still Photography: Thiago Justos
Still Photography Assistance: Sergio Prado, Lucas Flesch
Film: Victor Daguano
Executive Production: Francine Steiner, Beatriz Liet
Production Agency: Differ
Styling: Ana Wainer
Styling Organizer: Alexandra Lima da Silva
Beauty: Paula Kadija
Models: Ariel Rosa, Beatriz Brito, Gabriel Pita, Luana Souza
━ dolce vita ━ dolce vita ━ dolce vita ━ dolce vita ━ dolce vita ━ dolce vita
━ dolce vita ━ dolce vita ━ dolce vita ━ dolce vita ━ dolce vita ━ dolce vita
FILA Dolce Vita Fashion Editorial
FILA is an Italian fashion brand that was founded in 1911. A common characteristic of the campaigns and editorials is the use of natural light, specially, when the Sun is out shining the whole set. The idea behind the use of this lighting is the connection with the Italian DNA of the brand. For the Dolce Vita collection, we wanted to go a little bit further and bring elements from the beaches in Italy to Brazil, following a type of Mediterranean lifestyle in a tropical environment connected to the fashion universe that FILA is well known for.
Editorial Film
For our editorial film, we wanted to present a fresh lifestyle from the Dolce Vita Collection. Shorts, robes, shirts and a lot of swimwear was shown. Similar to the images, the aesthetic was based on summer vacation with a crew enjoying their trip. All the scenes were previous draw with a basic storyboard that specified the photography angles, movements and acting from the models.
Still Images
The fashion editorials - similar to the campaigns - offer the possibility of capturing not only the products being worn by models, but also still images in a strong environment that connects even more with the concept of the collection. We used the beach, the rocks and the water as natural elements to create visual concepts for the products, as well as beach chairs, towels and a raffia basket.
Visual Identity
FILA is known for its grids and consistency in the use of the Helvetica typeface. In addition to that, applying the logo FILA LINEAR is a must in terms of communication. We developed a grid with the name of the collection and the quote "celebrate with FILA” in order to connect with the summer holidays that happen at the end of the year in Brazil.
Branded Material (Physical & Digital)
As part of the marketing team, we also plan and develop creative concepts of all the material that needs to be used by the marketing team and external partners inside and outside the company. For Fashion Editorials, FILA usually doesn't have a lot of in-store materials since they main goal is for digital/social media usage for our DTC and wholesale channels, however, this editorial was chosen to be used during the launch of the first FILA Concept Store in Rio de Janeiro, Brazil in 2022 and had a seeding that was sent to some influencers in São Paulo.
