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, Fabianno Cabral, Lorraine Heloisa
Production Agency: Differ
Styling: Carlos Esser
Beauty: Guilherme Casagrande
Brand Activation/Event Art Director: André Porto Alegre
Brand Activation/Event Production Agency: Mariana Sanches/Cross Networking
Brand Activation/Event Executive Production: Francine Steiner, Beatriz Liet, Barbara Camara
Important Mentions: Manu Gavassi and her whole team <3
━ tormo ━ tormo ━ tormo ━ tormo ━ tormo ━ tormo
━ tormo ━ tormo ━ tormo ━ tormo ━ tormo ━ tormo
Manu Gavassi for FILA Tormo 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” and the Tormo concept, a chunky model designed for women create their own versions and become protagonists of the stories who write. 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 - TORMO - and the also the name of Manu Gavassi since she is a extremely well know singer and influencer in Brazil.
Brand Activation/Event with Authentic Feet
In order to divulge the collaboration, we decided to throw a launch event with Authentic Feet, a key retail store for streetwear brands. The event was held in Central 1926 - forme RedBull Station - located in downtown São Paulo. This place has a extremely privileged view of the city and it is one of the only places where we can project campaigns in a building, divulging the videos and images to not only the guests, but a large number of people who drive trough 23 de Maio, one of the most important avenues in São Paulo. The main idea was to invite influencers and journalists in order to present the campaign and the products worn by Manu, as well as her presence to a large number of people who attended the party. I thought about a space with a lot of visual aspects from the campaign, including mirrors to create a kind of distortion inside the place. The red was extremely used with different textures, including velour. This event was praised by a large number of people and drove a lot of attention to the brand. Manu Gavassi and all the other guests recorded a lof of content that was shared on social media.
Event Film
In order to divulge the event on our social media platforms, we had a videomaker capture videos of the guests and some films of Manu Gavassi interacting with the them and the space itself. Having videomakers and photographers in the event created buzz around the launch since the influencers shared all the content they created on their social media. Not only the set design, but also the video and photo direction was given by me.
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.
