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.
Step Loud: a campaign concept featuring a series of street dancers, with casting representative of Fila’s main consumer demographics in China. The series captures the energy and dynamism of the product, while contextualising it for the consumer. Leading with a video series, the campaign was designed in multiple executions for print, digital and physical experiences.