Role: Art Director & Graphic/Digital Designer
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Art Direction: André Porto Alegre, Ally Fukumotho
Graphic & Digital Design: André Porto Alegre
Photography: Giovanna Gebrim
3D: Studio Cosmo
Photography Assistance: Luiz Fernando Bentes
Film: Lucio Almeida
Executive Production: Francine Steiner, Beatriz Liet e Ramon Mattos
Production Agency: Differ
Styling: Nathara Imba
Beauty: Bruno Miranda
Models: Eduarda Caetano, Vinicius Becker
Brand Activation/Event Art Director: André Porto Alegre
Brand Activation/Event Production Agency: Mariana Sanches/Cross Networking
━ fila x alpv ━ fila x alpv ━ fila x alpv ━ fila x alpv ━ fila x alpv ━ fila x alpv
━ fila x alpv ━ fila x alpv ━ fila x alpv ━ fila x alpv ━ fila x alpv ━ fila x alpv
FILA X ALPV Fashion Collaboration
For the first collaboration of 2022, FILA choose no other then Alexandre Pavão, a Brazilian brand known for the bags and bucket hats with carabiners, ropes and other unpacked materials. In order to create the visual concept and and whole campaign, we had to analyze the products. The unique use of elements that connects with the sport legacy from FILA in the climbing universe and the technological/futuristic aesthetic from Alexandre Pavão were an unexpected match that had a lot in common. The result was a 3D campaign that simulated a videogame in which the characters traveled around FILA’s universe.
Collaboration Film
The campaign film can be defined as mix between the visual identities of both brands. The two characters get teleported inside a video game that travels from Biella, Italy - the birth place of FILA - to a digital place where both of them need to get the most wanted item of the collaboration: the leather crossbody purse. To present all the items of the collaboration, we created a “Choose Your Skin” screen, simulating the fighting video games where you can customize your character.
Still Images
Since we had a good range of products, we decided to capture all the details of the products trough still images in a strong environment that connects even more with the concept of the collection. We used the same white background in most of the pictures, as well as some white glorifiers.In some images, we added with balls to connect with the huge blue rock from the 3D film.
Visual Identity
When collaborating with a brand, the man goal is two create a mix of both visual identities. With ALPV it wasn't different. The idea was to maintain the minimalism of FILA with the collaboration logo and a simple quote in white.
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 the brand. For this collaboration, the main focus was digital channels since it was only sold at FILA and ALPV websites. Moreover, we created a large rage of digital assets to give some spoilers of the campaign. Since it was a key launch, there was a need for an activation which was an event that had all the collection displayed as well as the campaign video. We selected a place called “Branco Espaço” given that it has the same minimalist presented in the images of the campaign and invited a large range of influencers and press vehicles to cover the launch.
