Role: Art Director & Graphic/Digital Designer
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Art Direction: André Porto Alegre, Ally Fukumotho
Graphic & Digital Design: André Porto Alegre
Photography: Ivan Erick
Photography Assistance: Calebe Fernandes
Still Pho
Film: Vitor Daguano
Film Assistance: Gabriel Kohari
Executive Production: Francine Steiner, Barbara Camara, Beatriz Liet
Production Agency: Differ
Styling: Ana Wainer
Beauty: Branca Moura
Important Mentions: Paulinho Hop, Je, Ully Correa, Giovana Grigio, Pelezinho, Pedro Calais
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Influencers & Ambassadors Renno Vintage Campaign
Connected to the retro style, the Renno Vintage seeks in Renno Generation the authentic and deconstructed lines to create your own identity as the right sneaker for those looking for a model with history and originality. The launch brings inspiration from running shoes from the 90s and presents a varied color palette that in addition to the heritage in design, it reinforces FILA’s legacy in the casual line represented by the iconic flag of the brand on the side. This campaign was created as an urban campaign shot in studio and at Planetário Pamplona, an urban dome in downtown São Paulo. The studio had different environments: one with a lot of stripes with the FILA Logo. the second one with an urban grid and metal elements to represent urban spaces in the São Paulo. The third scenario had the FILA red painted all over it and a lot of screens showing videos of the Renno Vintage sneaker and also of the influencers.
Campaign Film
The campaign video was highly divulge on our social media platforms, including collaboration posts with all the influencers and ambassadors that were part of the campaign. 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. In this case, the shoes were extremely important and we launched them with this campaign. These still images were shot in the same environment as the main campaign in order to keep a clear and cohere visual identity.
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, Renno Vintage with its tagline “Hype Yourself” and a QR CODE that would open the main video of the campign.
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.
