MaKe it Bellissimo: LIFESTYLE
Brand: FILA Global
Year: 2025
The sports category has been a purpose soup for a hot minute. Which is understandable — when you rely on your body and mind being in perfect sync to survive, it's easy to worship both and get pulled into that self-importance loop.
But sport is more than just competition and winning. It's also a lifestyle. It's fueled by (and fuels) life beyond the court, field, or whatever your stage may be.
My role: Creative Director/Art & Copy
Together with: Bonaparte, Julia & Vincent, Julian Jonas Schmitt, Leonardo Papini and SidLee NY.
From the court to the streetS
FILA apparel was born on the courts —tennis was the brand’s first sport and remains its main inspiration. But its impact on culture goes far beyond that. FILA’s iconic vintage styles have been a fixture on the streets since day one. The BB1 T-shirt and the Settanta jacket are staples of street culture, particularly in Europe.
In this series celebrating these two FILA icons and their new editions, we’ve preserved the voice of the famiglia, with a look and feel inspired by the Italian Renaissance.
A BELLISSIMO DEFEAT
The chess scene takes place in an Italian piazza. The play is dramatic, the reaction is extra, again, shamelessly constructed and fun. We love a loser with an attitude.
A BELLISSIMO SPRINT
For FILA running gear, we tapped into not so traditional stage for street runners.
BELLISSIMO SOCIAL
The same shoot and location was the stage to a collection of short playful videos made to populate FILA social channels across the world.
BELLISSIMO DANCE
These assets were created for the Korean market, where the Échappé shoes are a hit. As the name suggests, the design is inspired by a ballet movement.
The product shots were crafted to mimic the real paintings.
