Role: Art Director & Graphic/Digital Designer
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Art Direction: André Porto Alegre, Ally Fukumotho
Graphic & Digital Design: André Porto Alegre
Still Photography: Sandor Kiss
Photography: Romulo Cruz (Luisa) & Manu Mariano (Diego)
Film: Ricardo Vilela (Luisa) & Chesco (Diego)
Photo & Film Assistance: Danielle Sampaulo, Fernanda Duarte, Zeca, Pi
Executive Production: Francine Steiner, Beatriz Liet
Production Agency: Differ & Porota Studio
Styling: André Porto Alegre
Styling Organizer: Cris Carvalho
Beauty: Edu Hyde
FILA Athletes: Diego Schwartzman, Luisa Stefani
━ mondo forza ━ mondo forza ━ mondo forza ━ mondo forza ━ mondo forza ━ mondo forza
━ mondo forza ━ mondo forza ━ mondo forza ━ mondo forza ━ mondo forza ━ mondo forza
Mondo Froza Still Campaign
FILA has a long history with Tennis, being the key sport of the brand globally. In Brazil, things could not be different. For the 2024 Tennis Campaign, we created a strong visual concept based on two campaigns: the first one focusing on our South American key tennis players, and the second one focused on the launch of Mondo Forza, the newest global tennis shoes. By having two writing and visual concepts, we were able to deliver a campaign that focused on high technology with the endorsement of two well known top players: Diego Schwartzman and Luisa Stefani.
3D Films
The main idea of focusing on product assets was to strengthen the technologies developed by Fila Futura Team, a sustainably committee in charge of developing all Mondo products for all categories. We believe that in order to tell the full story, there was a opportunity not only by creating 3D renders, but also by developing content for social media and brand activation to be used all over the globe.
Visual Identity
FILA is known for it's grids and consistency in the use of the Helvetica typeface. In addition to that, applying the F-BOX or the FILA LINEAR logos in all branded materials . We developed a few options in terms of color based on two surfaces of tennis courts: clay and cement/hard. In terms of visual elements, we created options that should be used in social media and print materials.
━ fila for tennis ━ fila for tennis ━ fila for tennis ━ fila for tennis ━
━ fila for tennis ━ fila for tennis ━ fila for tennis ━ fila for tennis ━
Fila For Tennis Athlete Campaign
Like mentioned before, we were also responsible for creating a campaign with our South American tennis players wearing the tennis shoes and our AUS Open apparel collection. In order to do so, used the concept “Fila for Tennis” a concept that would highlight our heritage and DNA in this sport with two key athletes for our market: Diego Schwartzman and Luisa Stefani. The art direction of this campaign was guided as training session in the day of both of this athletes. We wanted to illustrate their workout session in an environment that offered scenes of practice and pre-workout sessions.
Athlete Film
The athlete campaign had a video with the same aesthetic of the photos, showing a day of practice of a tennis player, their movements, breath, sweat, etc…Since we were launching a new global performance shoe, we created scenes that highlighted details of this product being worn by our pro tennis players in a clay court.
Visual Identity
FILA is known for it's grids and consistency in the use of the Helvetica typeface. In addition to that, applying the F-BOX or the FILA LINEAR logos in all branded materials . We developed a few options in terms of color based on two surfaces of tennis courts: clay and cement/hard. In terms of visual elements, we created options that should be used in social media, websites, OOH and print materials.
Rio Open 24 & 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. Since FILA sponsors the Rio Open, the biggest tennis tournament in South America, we had to develop a large amount of materials based on our campaign.
