CLIENT & BRIEF
Fila is one of the world's most famous sports and lifestyle brands. More than a century after its humble beginnings, the brand has become synonymous with performance and sophistication, patronised not only by internationally recognized athletes, but also the fashion conscious.
We were approached by Rohan Batra, CEO of Fila India, to create an online presence for the brand, that would appeal to the youth of the nation. Fila had, as yet, to cement an identity that was relevant to its Indian consumers. We decided to create a lifestyle connect in an unconventional way - associate Fila with movement rather than performance and create a brand synonymous with Dance.
We came up with the idea of a music video featuring real-life dancers to set the foundation for our campaign - To introduce Fila India as a lifestyle brand synonymous with Dance. To this end, this we put together a team of upcoming dancers, filmmakers, photographers, and a digital media agency for strategy.
The campaign look - current, industrial, energetic - was captured in a fashion shoot, using the dancers from the video, to create a bank of imagery.
SOCIAL MEDIA STYLE