︎︎︎ OVERVIEW:
To launch the new Fila running shoes, we developed a campaign that brings storytelling to a product that is usually all about rational and functional benefits.
Inspired by the tale of ZIMWI, a mythological African legend that named the shoe, we created a short film that tells the story of a boy that is scared into learning how to run.
To launch the new Fila running shoes, we developed a campaign that brings storytelling to a product that is usually all about rational and functional benefits.
Inspired by the tale of ZIMWI, a mythological African legend that named the shoe, we created a short film that tells the story of a boy that is scared into learning how to run.
︎︎︎ ART DIRECTION:
The double layer technology called Energized Ribbons was designed to efficiently disperse impact forces guaranteeing a smoother transition and maximizing your running potential. This feature inspire the concept design and look & feel of the campaign, that also came to life in posters, OOH, online media, and print ads.
The double layer technology called Energized Ribbons was designed to efficiently disperse impact forces guaranteeing a smoother transition and maximizing your running potential. This feature inspire the concept design and look & feel of the campaign, that also came to life in posters, OOH, online media, and print ads.
︎︎︎ SHORT FILM:
The 5-minute film was directed by Rafael Grampá, an Eisner-awarded Brazilian comic book artist, and launched online, on TV and in movie theatres.
The 5-minute film was directed by Rafael Grampá, an Eisner-awarded Brazilian comic book artist, and launched online, on TV and in movie theatres.
︎︎︎ MAKING OFF:
Pictures from the film shoot were used on social media, both to draw the attention of the audience and to deepen the storytelling about the ZIMWI tale.
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Pictures from the film shoot were used on social media, both to draw the attention of the audience and to deepen the storytelling about the ZIMWI tale.
︎︎︎ PRINT & OOH:
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︎︎︎ MONSTER DEVELOPMENT:
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︎︎︎ DIGITAL:![]()
︎︎︎ PROJECT INFO:
Brand: Fila
Agency: CUBOCC
My role: Creative Director, Concept
Year: 2015
Brand: Fila
Agency: CUBOCC
My role: Creative Director, Concept
Year: 2015
︎︎︎ TEAM:
CUBOCC:
CCO: Roberto Martini
CD/CW: Daniel Busch, Ricardo Motti
Head of Art: Nando Sperb
Art Director: Nando Sperb, Edu Macedo, Bruno Reis, Caio Sartori
Image Retouch: Guto Bordoni, Atila Meirelles
Art Director Assistant: Cezar Arai
Copywriter: Daniel Busch, Ricardo Motti, Letícia Martines
The Kumite (Video Production)
Video Director: Rafael Grampá
Head of 3D and VFX: André Holzmeister
3D Production: Átomo VFX
Executive Producer: Manuel Nogueira
Finalization: Vanderlei Santana
CUBOCC:
CCO: Roberto Martini
CD/CW: Daniel Busch, Ricardo Motti
Head of Art: Nando Sperb
Art Director: Nando Sperb, Edu Macedo, Bruno Reis, Caio Sartori
Image Retouch: Guto Bordoni, Atila Meirelles
Art Director Assistant: Cezar Arai
Copywriter: Daniel Busch, Ricardo Motti, Letícia Martines
The Kumite (Video Production)
Video Director: Rafael Grampá
Head of 3D and VFX: André Holzmeister
3D Production: Átomo VFX
Executive Producer: Manuel Nogueira
Finalization: Vanderlei Santana