Role: Art Director & Graphic/Digital Designer
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Art Direction: André Porto Alegre, Ally Fukumotho, Agustina Beccar
Graphic & Digital Design: André Porto Alegre
Photography: Manu Mariano
Still Photography: Sandor Kiss
Still Photography Assistance: Sergio Prado, Lucas Flesch
Film: Leandro Espinosa
Executive Production: Francine Steiner, Beatriz Liet
Production Agency: Porota & Co
Styling: Flor Biondo
Beauty: Pola Mengual, Ro Marrodan
Models: Joab Almeyda, Juan Ignacio, Gloria Llerena, Kayla Acuña
━ urban culture ━ urban culture ━ urban culture ━ urban culture ━ urban culture ━ urban culture
━ urban culture ━ urban culture ━ urban culture ━ urban culture ━ urban culture ━ urban culture
FILA Urban Culture Lifestyle 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 Urban Culture editorial, we wanted to go a little bit further and bring elements from the streets, especially the classic rococo architecture style from Europe, presented also in capitals from countries in South America. A nice thing to add is that this was an editorial produced with FILA Argentina in Buenos Aires, a city which has nice geometry to include when shooting an editorial.
Editorial Film
For our editorial film, we wanted to present the collection in different spots with elements and props we produced to enhance the narrative. Similar to the images, the aesthetic was based on elements and camera movements to create a dynamic film, with the models meeting each other throughout the day. 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 - have a necessity of of capturing not only the products being worn by models, but also still images. In this case, since we shot in the city, we wren't able to produce the still images on the streets. Therefore, we decided to shot in a studio with a lighting that has been used for all the products of the brand.
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 category which the products belong to.
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 also chosen to be used in our FILA Concept Store in Rio de Janeiro, Brazil. It will also be used in FILA stores in Argentina by 2024.
