Role: Art Director & Graphic/Digital Designer
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Campaign Art Direction: André Porto Alegre, Ally Fukumotho
Still Art Direction: Edu Hirama
Graphic & Digital Design: André Porto Alegre
Still/Packshot Film: Lucas & Felipe
Still Photography: Sandor
Script & Concept: Issu Comunicação
Photography: Romulo Cruz
Film: Jaques Rangel, Ricardo Vilela
Photo & Film Assistance: Danielle Sampaulo, Fernanda Duarte, Zeca, Pi
Executive Production: Francine Steiner, Beatriz Liet
Production Agency: Differ
Styling: Ana Wainer
Beauty: Edu Hyde
FILA Athletes: Jaqueline Weber, Bruno Bemlevinho, Laurindo Nunes
━ own your distance with no boundaries ━ own your distance with no boundaries ━ own your distance with no boundaries ━ own your distance with no boundaries ━ own your distance with no boundaries ━ own your distance with no boundaries
━ own your distance with no boundaries ━ own your distance with no boundaries ━ own your distance with no boundaries ━ own your distance with no boundaries ━ own your distance with no boundaries ━ own your distance with no boundaries
Float Maxxi Still Campaign
FILA Brazil has a long history with sports, specially Tennis and Running. In Brazil, the key performance category that focus and put a lot of effort on is running. For the Float Maxxi, the key running shoes for 2022, we decided to create a strong communication and visual concepts based on two ideas: the first one focusing on our runners wearing these shoes and the second one focusing on technological attributes of these shoes. By having all of these assets produced, we were able to create a campaign that could deliver a message about our newest maximalist shoes, specially for long distance runners, highlighting the Float technology, which is an extremely important asset developed by our product team in Brazil and its used in our running products.
3D Campaign Film
The main idea of focusing on product assets was to strengthen the technologies developed by FILA Brazil, in this case, the Float technology which had a new formula. We believed that in order to tell the full story, we could present the design of the shoes with a packshot film. We also deiced to use the “X” with the typography that the product team developed as a “+” in order to present the practical benefits of the Float Maxxi, such as more (+) stability, energy return, etc…
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 had the images taken with the colors of the shoes and we also added them to the "maxxi” in order to differentiate all of the SKUs available.
━ athlete campaign ━ athlete campaign ━ athlete campaign ━ athlete campaign ━
━ athlete campaign ━ athlete campaign ━ athlete campaign ━ athlete campaign ━
Float Maxxi Athlete Campaign
Like mentioned before, we were also responsible for creating a campaign with our local athletes wearing the apparel and shoes from the running collection. We followed the same concept used with the still campaign, highlighting the new FLOAT technology. We also wanted to demonstrate that short and long distance runners could used the high performance shoes, that's why we choose a marathon runner, a "medium” distance runner and a short distance runner to star the campaign. These being: Laurindo Nunes, Bruno Bemlevinho and Jaque Weber.
Athlete Film
Similar to the packshot campaign, the athlete campaign had a video with the same aesthetic of the photos, showing a day of practice of these three types of runners, showing their movements, breath, sweat, etc…The transitions of the film were made based on each athlete. By doing so, we created a aspirational video that also contained frames of the shoes being worn by pro athletes.
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 and the QR CODE linking to the landing page of the campaign is a must. In terms of visual elements, we followed the same visual identity, logos and information used on the still Key Visuals.
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. These material include seeding materials (packaging), in-store material guidelines, digital content for social media, OOH (Out Of Home Media) and a draft with set design ideas and instructions for events and activations.
