Role: Art Director & Graphic/Digital Designer
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Art Direction: André Porto Alegre, Ally Fukumotho
Graphic & Digital Design: André Porto Alegre
Photography: Lufré
Photography Assistance: Calebe Fernandes
Film: Jader
Film Assistance: Sophia Cordazzo, Gabriel Marques, Mari Porto, Daniel Queiroz, Gabriel Kohari
Soundtrack: Erick
Executive Production: Francine Steiner, Barbara Camara, Beatriz Liet
Production Agency: Differ
Styling: Carlos Esser
Beauty: Guilherme Casagrande
Important Mentions: Manu Gavassi and her whole team <3
━ disruptor ━ disruptor ━ disruptor ━ disruptor ━ disruptor ━ disruptor
━ disruptor ━ disruptor ━ disruptor ━ disruptor ━ disruptor ━ disruptor
Manu Gavassi for FILA Disruptor Campaign
Singer, songwriter, actress, influencer and connected to countless fashion trends. Manu Gavassi is an inspiration for several generations and a reference when the subject is female empowerment and freedom of expression in the most diverse forms. With more than 15 million followers on Instagram alone and owner of eclectic, elegant, casual and daring looks, she was invited by FILA to represent the brand's street legacy and unite its authenticity with the recently launched Tormo sneakers. The partnership with FILA translates the “change the game attitude”. Now the brand brings back to the scene the global reference among sneakerheads, the Disruptor, which received the Shoe of the Year award from Footwear News in 2018. And for this, FILA once again invited Manu Gavassi to represent the brand's street legacy and unite your authenticity with the Disruptor, symbolizing an iconic encounter. The art/creative direction was developed with the minimal FILA aesthetic and some Y2K elements on her styling. We wanted to created a strong image with a photography that had some different angles. The colors were also from FILA's brand identity, though, we diced to use a fabric in the red background in order to brig some texture.
Campaign Film
The campaign video was highly divulge on our social media platforms, including collaboration posts with Manu Gavassi in order to engage with a large number of people. We created a dynamic film with a fast montage, focusing a lot on the sneakers that were the key element of the campaign.
Still Images
Similar to the fashion editorials, all campaigns from FILA include still life images of all the products of the collection, including the shoes and the apparel worn by Manu. These still images were shot in the same environment as the main campaign in order to keep a clear and cohere visual identity. The chair was used in both campaign, though, it had more importance for the still life images as way to create a more complete set design.
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 product - DISRUPTOR - and the also the name of Manu Gavassi since she is a extremely well know singer and influencer 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 the brand. For this launch, the main focus was digital channels. We had some retail store windows developed with the Trade Marketing and Visual Merchandising departments that divulged the campaign inside malls all over Brazil. Moreover, we created a large rage of digital assets to give some spoilers of the campaign as well as seeding materials and invitations for the event between FILA and Authentic Feet.
