Role: Art Director & Graphic/Digital Designer
—
Art Direction: André Porto Alegre
Graphic & Digital Design: André Porto Alegre
Photography: Naelson de Castro
Photography Assistance: Calebe Fernandes
Executive Production: Francine Steiner, Barbara Camara, Fabianno Cabral, Lorraine Heloisa
Styling: Nathara Imba
Beauty: Bruno Miranda
Models: Bruna Di, Alamada Bidiandé
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: Farfetch and Roksanda's Marketing teams <3
━ fila x roksanda ━ fila x roksanda ━ fila x roksanda ━ fila x roksanda ━ fila x roksanda ━ fila x roksanda
━ fila x roksanda ━ fila x roksanda ━ fila x roksanda ━ fila x roksanda ━ fila x roksanda ━ fila x roksanda
FILA X ROKSANDA A High Fashion Collaboration
Presented during the 2022 FW London Fashion Week, the collaboration between the Italian sports brand FILA and the London's luxury fashion brand Roksanda brings together the blown-up signature shapes and bold colors of Roksanda’s brand identity with the technicality and straightforwardness of FILA. A strong sense of female empowerment can be felt throughout the pieces that promote the strength and individuality that comes with sports styles. In order to reproduce the Global Campaign shot by Viviane Sassen in London, we decided to reproduce the same atmosphere in Brazil, bring the same calor pallet to the scene.
Visual Identity
When collaborating with a brand, the main goal is two create a mix of both visual identities. Since this collaboration was developed by the global FILA Team and Roksanda herself, I was in charge of creating key visuals with a really special collaboration logo developed by Roksanda. The mix of identities was a great result, as well as the global campaign and the local campaign developed my me.
Brand Activation/Event with FARFETCH
In order to divulge the collaboration, we decided to throw a launch event with FARFETCH, the luxurious online marketplace of a large number of brands all over the world. It was the first time that FILA Brazil sold our own products - linked to our current stock - in this platform. The event was held in an Art Gallery called Bolsa D’Art, a private space located in Vila Madalena. The main idea was to invite influencers and journalists in order to present the items of the collaboration, as well as a special interview with Roksanda herself explaining some details of the collaboration on a video. I thought about a space with a lot of visual aspects from the global campaign, including flowers and fabrics from the campaign video. The highlight of the event was a surprise fashion show with 5 models performing a choreography based on the fashion film in order to present the collection, with a live orchestra playing the original song used on the global campaign.
Event Film
In order to divulge the event on our social media platforms, we had a videomaker capture a video of the performance and the entire event in order to create buzz around the collaboration launch. It was a perfect way to divulge the gorgeous performance and orchestra that we had in both FILA Brazil and Farfetch Brazil social media channels.
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 collaboration, the main focus was digital channels since it was only sold at FILA and Farfetch websites. 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.
