Role: Art Director & Graphic/Digital Designer
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Art Direction: André Porto Alegre, Ally Fukumotho
Graphic & Digital Design: André Porto Alegre
3D (Film & Renders): Studio Cosmo
Photography: Romulo Cruz
Film: Jaques Rangel, Ricardo Vilela
Photo & Film Assistance: Danielle Sampaulo, Fernanda Duarte, Zeca, Pi
Executive Production: Francine Steiner, Beatriz Liet
Production Agency: Differ
Styling: Ana Wainer
Styling Organizer: Cris Carvalho
Beauty: Edu Hyde
FILA Athletes: Rafael Matos, Luisa Stefani, Gabriela Felix, Valtinho Albuquerque, Maria Mauad, Victor Tosseto
━ float in the courts ━ float in the courts ━ float in the courts ━ float in the courts ━ float in the courts ━ float in the courts
━ float in the courts ━ float in the courts ━ float in the courts ━ float in the courts ━ float in the courts ━ float in the courts
Float Verve 3D Tennis Shoes 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 2023 Tennis Campaign, we created a strong visual concept based on two campaigns: the first one focusing on our local athletes, including the juniors, and the second one focused on the launch of Float Verve, the newest tennis shoes with Float technology for cushioning. By having two writing and visual concepts, we were able to deliver a campaign that rejuvenates the category with junior and key athletes sponsored by the brand and also present visual assets based on the technology that this product has in a 3D Campaign.
3D Campaign Film
The main idea of focusing on product assets was to strengthen the technologies developed by FILA Brazil that would be applied in this new tennis silhouette. We believe that in order to tell the full story, there was a opportunity not only by creating 3D renders, but also by developing a video as a way to highlight the key technologies from the Float Verve for both types of surfaces: hard court and clay.
Visual Identity
FILA is known for it's grids and consistency in the use of the Helvetica typeface. In addition to that, applying the logo FILA LINEAR and the QR CODE linking to the landing page of the campaign is a must. We developed a few options in terms of color based on the palette of the products. In terms of visual elements, we created tennis balls made of the Float technology in order to reinforce this concept and illustrate in a visual way attributes of the product.
━ the youth play it jointly ━ the youth play it jointly ━ the youth play it jointly ━ the youth play it jointly ━
━ the youth play it jointly ━ the youth play it jointly ━ the youth play it jointly ━ the youth play it jointly ━
Float Verve Athlete Campaign
Like mentioned before, we were also responsible for creating a campaign with our local athletes wearing the tennis shoes. In order to do so, we developed a concept that would highlight the new generation of tennis players that FILA sponsors, in addition to Raphael Matos and Luisa Stefani, two well known pro tennis players, with the creative concept “The Youth Play it Jointly”.
Athlete Film
Similar to the 3D campaign, the athlete campaign had a video with the same aesthetic of the photos, showing a day of practice of a tennis player, showing their movements, breath, sweat, etc…The transitions of the film were made based on scenes of the shoes. By doing so, we created a aspirational video that also contained frames of the shoes being worn by pro athletes.
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 and the QR CODE linking to the landing page of the campaign is a must. We developed a few options in terms of color based on the palette of the products. In terms of visual elements, we created tennis balls made of the Float technology in order to reinforce this concept and illustrate, in a visual way, the performance attributes of the product.
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.
