MaKe it Bellissimo
Brand: FILA Global
Year: 2025
FILA is one of the oldest players in the sports category, but also one of the quietest. Our task was to define the brand’s tone of voice and bring it to life in a way that felt distinct and ownable.
While some sports brands speak like a coach—driving you to push harder, win, and keep winning and others echo the athlete’s inner voice with pep talks like “you got this,” FILA speaks in an entirely different tone.
My role: Creative Director/Art & Copy
Together with: Bonaparte, Julia & Vincent, Julian Jonas Schmitt, Leonardo Papini and SidLee NY.
THE VOICE OF THE FAMIGLIA.
FILA’s voice draws from its Italian heritage. It’s the voice of the famiglia — whether by blood or chosen one — urging you to give your all, on the court or off, wherever your stage may be.
It’s a mindset where sports performance and life hold equal weight.
Whatever you do, make it Bellissimo.
MOVING PAINTINGS
We drew inspiration from the Italian Renaissance era to create a brand campaign with a strong product focus. The assets were designed to look and feel like paintings. The films are moving paintings—simple and striking videos that glorify moments of peak play.
The set was fully painted, the placement of the players was intentionally blocked, and the acting was extravagant, dramatic, and shamelessly constructed.
A brand campaign with product in focus
It sits at the edge of sport and fashion. It feels like an editorial piece while also being what it is, an ad. It sells clothes, but you could also hang it on your wall.