To relaunch the Disruptor 2: an archival sneaker developed with an exaggerated tread sole. The campaign was required to resonate with a Chinese audience, across the brand’s three consumer demographics.
– OUR APPROACH
Disrupt your space: a playful, energetic video concept that was shot using a group of dancers (each one representative of a key Fila consumer demographic), performing choreography within a car: challenging the conventions of street dance videos. Leading with a video series, the campaign was designed in multiple executions for print, digital and physical experiences.